Donna Ida: Queen of Denim builds momentum for SS16 with "Sadie"
Industry member Donna Ida Thornton launched her SS16 "Sadie" boiler suit in London at an exclusive event last week where guests were invited to personalise their suit with retro patches, monogramming and distressing. WGSN denim editor Samuel Trotman (along with many Industry members) was there to report on the action.
When it comes to women’s premium denim in London, Jean Queen and all-round style maven Donna Ida Thornton is the go-to girl. Since opening her string of specialist denim emporiums in Chelsea back in 2006, Ida has gathered an impressive following of customers and fans, WGSN included, to shop her impressive selection of high-end international denim labels as well as her own namesake label.
Not just a face of retail, Ida is known for her glamorous events in West London so it came as no surprise when we received our invite to her S/S 16 launch at the Rolls Royce showroom in Berkeley Square. The breakfast event was hosted to celebrate the launch of the new Sadie boiler suit as part of the IDA denim line. Rather than your standard product showcase, Thornton invited attendees to get involved and customise their own looks with an exclusive customisation bar featuring monogramming, retro patches and distressing.
With so much fashion know-how under her belt, Thornton has her finger on the pulse when it comes to emerging denim trends and the new boiler suit hits a sweet spot with both fit and fabric. Taking cues from the men’s wardrobe, Ida updates this utility staple with a feminine form, blending classic workwear and western styling in a slim figure hugging shape. The denim comes in an authentic Starlight Blue with a gentle comfort stretch that takes you easily from day to night.
The Sadie comes as part of the forthcoming S/S 16 ‘Blue Jean, Baby Queen’ collection. Thornton said; “I named the SS16 collection after lyrics in David Essex’s iconic 70s song Rock On as ‘Blue Jean, Baby Queen’ perfectly encapsulate the time. These new shapes represent the daring new direction that denim is taking for 2016 which fuses cool shapes and retro washes referencing a bygone era. Sadie The Boiler Suit creates an iconic silhouette with a slouchy denim shape adding a nonchalant look for the modern girl. Blue denim is continuing to have a high fashion moment, which looks set to continue as we push the boundaries of the hard wearing, versatile and effortlessly cool fabric.”
IDA Sadie The Boiler Suit is priced at £210 and is set to land in December 2015. Keep your eye out for the launch at donnaida.com.
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This article was first posted on WGSN Insider.