Welcome to the latest episode of our Podcast series “In Conversation” where we bring you inspiring stories, retail insights and conversation from fashion’s most influential business leaders.
Donna Ida Thornton, hailed as the “Jeans Genius” by Grazia magazine, came to London in 1999 to start a career in marketing. As a long time lover of jeans, she launched a multibrand store denim store selling clothes from the denim market’s big hitters including J brand and MiH.
The plan was always to launch her own brand and, after studying women’s bodies all day in her store, she realised she needed to bring something different to the market, something that would flatter the female form… the high waist!
In 2012 she launched Donna Ida, her own denim-based fashion brand.
Donna tells us how, after some very successful “concierge events” where she and her team travel the country to help style women and pick the perfect jeans, the pandemic and lockdown has made her concentrate more on the digital side of the business and getting smarter at trading online.
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