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DONNA IDA adds nightwear as brands moves into full lifestyle offer

Lauretta Roberts
24 July 2017

Jean queen DONNA IDA has added nightwear to her line-up as her denim-anchored brand moves to become a full lifestyle offer.

The designer and retailer has unveiled the Lounge Lizard star-print silk pyjamas, which will officially launch in October, along with complementary pillow, eye mask and pouch. The pyjama set will retail for £325 and has also been designed to be paired with either a sweater or jeans for a loungwear look, or even worn as a set with heels for cocktails.

Last month the brand's founder Donna Ida Thornton, who began her fashion career with her eponymous multibrand denim boutiques in London, said it was her ambition to extend her own denim and ready-to-wear label (launched in 2012)  to include lifestyle products at the same time as unveiling her first, a scented candle for AW17.

"DONNA IDA will continue to evolve as a lifestyle brand, creating hero pieces in our signature style. The essence of the Donna Ida girl is defined by her love of denim which underpins her wardrobe and her entire lifestyle. The simplicity of a pair of jeans is her foundation, informing the way she lives life. She enjoys touches of glamour in every part of her world," Thornton said.

The DONNA IDA label is available online at donnaida.com and at Donna Ida boutiques in Chelsea and Belgravia, as well as Harvey Nichols, Bottega and Hero. While the Donna Ida website now sells only her own label, her stores still sell a range of premium denim brands including J Brand, Frame Denim and Paige.

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