The founder of the denim-based fashion brand, Donna Ida, was born and raised in Sydney, but it was London that sparked the label’s launch in 2012. Having lived and worked there for over ten years, Donna Ida Thornton struggled to find truly comfortable jeans that could both fit and flatter. When a friend suggested she launch her own denim brand, she gutsily grasped the challenge and was subsequently hailed by Grazia magazine as the ‘jeans genius’.
Donna Ida focuses on high-waisted jeans and statement all- in-ones designed with women’s bodies in mind. Thornton was inspired by her grandmother, Ida, who was well known for her style in rural Australia and made her own patterns, dressing family and friends. The brand shaped its core collection around an imaginary group of close friends seen as Ida’s modern-day girl squad, playfully represented by jeans that suited their personalities. Leggy Ivy was a high-top skinny jean, the more conservative Jeanie was a cigarette leg and Rizzo, the fun girl about town, an ankle skinny.
Thornton was inspired by her grandmother, Ida, who was well known for her style in rural Australia and made her own patterns