DONNA IDA signals expansion into lifestyle with candle launch

Jean queen Donna Ida Thornton is planning to expand her denim and ready-to-wear brand DONNA IDA into the luxury lifestyle space and has unveiled her first product, a scented candle.

The I've Got My Eye On You candle will be launched in October for the AW17 season followed by a second for SS18 in March. With a scent of tomato leaf, fig, cassis and baise wood the new candle, which was produced with acclaimed perfumer Azzi Glasser, is presented in a black vessel and white box featuring the brand's signature handwriting motif.

Thornton has been shifting the emphasis of her business to her own brand and recently relaunched her website to feature only DONNA IDA product; prior to this it had also sold a number of premium denim and ready to wear brands that are stocked in her two bricks and mortar stores in London, such as J Brand, Frame Denim and Paige.

Donna Ida Thornton wears DONNA IDA AW17

Thornton said the brand would continue to expand as a full lifestyle offer underpinned by the core denim proposition for which she has become known as a leading expert. "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," Thornton said.

As well as on her own website and in her stores in Chelsea and Belgravia, the DONNA IDA collection is available through wholesale accounts at Harvey Nichols, Hero and Bottega.