Profile of Online Store donnaida.com

Posted by Mary on Sunday 03 March 2013 in the Style Category.

In this fashion feature I’m teaming up with an on- line clothing website to show you the key looks for Spring/ Summer 2013. Take ideas from their fabulous mood boards when putting together a look for Spring/summer 2013

1. DONNA’S EDIT

Donna’s edit includes the best buys for the season – Chose from looks involving printed jeans to a rose printed sweat shirt or a tailored leather jacket.

Donnaida.com was started by Owner Donna Ida Thornton who spotted a gap in the market in 2006 when she opened the first of her three boutiques in London followed by  a website which has recently gained an enormous following.

The boutiques stock a roll call of the latest and most sought after denim brands in sizes 23-34 including J Brand, Citizens of Humanity, Goldsign, Hudson, MiH Jeans and Current/Elliott plus new and emerging brands, launching Bleulab and Mother Denim. Donna Ida also stocks tops and accessories to complement jeans including Wildfox, Tucker, By Malene Birger, Simeon Farrar and Hanky Panky.

The website is intended to mirror the in-store experience with a Denim Clinic page where shoppers are invited to ‘Find your perfect jeans’ and videos demonstrating how to shop for different body shapes including Pear, Apple, Boyish, Petite, Curvy and Long Legs.

Donna is also a patron for the Jeans for Genes, the charity which aims to change the world for children with genetic disorders. In 2011 Donna recruited 130 friends and colleagues to run the Adidas 5k in September 2011 which raised over £50,000 for the charity.

I love Donna Ida’s magazine style edits of current season trends. The items may be in the luxury bracket price wise but I can guarantee you these are investment pieces which if taken good care of will last a life- time.

2. PARADISE LOST

This look is achievable by investing in a colourful t-shirt and combining it with a great pair of jeans in a pastel shade. Or indeed you could go full out and invest in floral printed a maxi dress

3. GLOBAL TRAVELLER

This theme hints at travel to exotic climes where the living is easy. The shapes to look out for here are Tunics, Kaftans in soft drape fabrics. Combine with shorts for beach wear or tailored jeans for evening or city dressing.

For the Global Traveller, I love this intarsia sweater by Leon & Harper

4. PICTURE FRAME

This look includes use of bold colours, to sometimes create and optical illusion of the garment having a very slimming effect, as in jeans with a bold dark strip down the side – in this case the legs look slimmer provided the jeans are worn quite loose

5. AND FINALLY

If I had to pick one item of clothing from Donna Ida’s Spring/Summer collection it would be this wonderful tie dye effect denim jacket by Muuba.

Muubaa Tehmi Dip Dye Jacket – Black/Coral. Price £405.00

Georgie gives tips on mixing leather with denim, wearing an oversized t-shirt and colour blocking.

Donna Ida is a super site for fashion tips from the best stylists. If you even invest in one key piece per season and mix and match with the rest of your wardrobe, you can put together a complete new look.

Follow Donna on Twitter & the Donna Ida boutiques on Twitter. Find them on Facebook and online at their website