Donna Ida Thornton

Jean Queen Donna Ida Thornton is the curator of the modern wardrobe with two eponymous boutiques, an online store donnaida.com and lifestyle brand IDA; a collection of high-waisted denim and luxurious separates. Born and raised in Sydney, Australia, Donna Ida Thornton moved to the UK in 1999 for a career in marketing when she spotted a gap in the market. While out shopping one day Donna realised she couldn’t find anywhere to buy jeans that she felt truly comfortable in. Department stores had a great selection but she couldn't get the service she needed. So when a friend suggested that Donna should open a boutique that just sold jeans, she did exactly that. Donna opened the doors to the first Donna Ida boutique on Draycott Avenue in the fashionable Chelsea area in October 2006 followed by Elizabeth Street in Belgravia in 2010. The boutiques stock a roll call of the latest and most sought after denim brands in sizes 23-34 forming the basis of every wardrobe from J Brand, IDA, FRAME Denim, Goldsign, James Jeans, Mother Denim and Current/Elliott. Donna Ida completes the modern wardrobe with a selection of tops from Equipment, Carven, Mother of Pearl, Emma Cook, Markus Lupfer, Leon & Harper, Tucker, Wildfox, Elizabeth and James, Simeon Farrar and Boy by Band of Outsiders. Donna launched her own brand IDA in 2012, an entirely new concept in denim which is dedicated to celebrating the ‘iconic woman’ silhouette with a collection of true-waisted and tailored jeans with classic co-ordinates to complement them. Drawing inspiration from quintessential British elegance and sophistication, Donna Ida Thornton has introduced a collection of styles with a contemporary aesthetic and attitude to denim. IDA is a label with an achingly cool take on the way a modern woman dresses; a little bit lady, a little bit rock ‘n’ roll and a lot of chic.