Donna Ida has unveiled its AW16 collection “To the moon and back” that will hit stores just before the brand’s 10th anniversary in October.
Founded by Donna Ida Thornton in 2006 as a multibrand denim boutique on Chelsea’s Draycott Avenue, Donna Ida has gone on to add a second store in Belgravia as well as an e-store, and has launched its own labels IDA and DONNA IDA covering denim and ready-to-wear.
For AW16 the collections, which are now in their eighth season, have been inspired by the night sky and feature some new items as well as updates on core pieces.
The best selling Sadie the Boilersuit (£215), which was introduced for SS16, has been updated in a Barely Black wash with stars on the buttons and poppers. Sadie can be customised in Donna Ida boutiques by adding names, initials or badges to the denim.
Eliza relaxed skinny dungarees (£210) now come in new washes including Guilty Pleasures, a deep indigo denim with flashes of leopard print on the cuffs and inside of the bib which can be seen when the leg is rolled up and the bib turned down. A coated version in Plum Jam or Grease offers a more formal option.
A new jean cut has been introduced for AW16, the Kitty Kat, which is a high waisted cropped boot cut available in Forever Blue. Elsewhere in the IDA range Rizzo the high top ankle skinny, Ivy the high top skinny, Jeanie the high top cigarette and the Margot the culotte all come in new shades.
In ready to wear, new shades are available in the shirts range which includes the Cut Loose Shirt, the Cut Loose Maggie (an oversized pussy bow blouse), the Miss Maggie and Poet Don’t Know It smock style.
Cashmere now comes with a roll-neck option (the Hepburn) and the On Stage round-neck option comes in a Noir Stars pattern. New shades are also available in the Lauren slim-fit v-neck sweater.
Thornton said the collection embodied her ten years of working in fashion. “When I started Donna Ida, I never imagined that ten years later I would be unveiling my eighth collection of IDA and DONNA IDA to the world,” she said. “AW16 is defined by rich beautiful fabrics anchoring the collection and I’m excited about new shapes which I know will continue to change the way we think about denim with Eliza, Sadie, Kitty Kat and Margot all adding a cool, versatile and relevant edge to the modern wardrobe.”