Originally from Sydney, Australia, Donna Ida moved to the UK and founded her eponymous brand in 2012. Her iconic high waisted jeans quickly became bestsellers, followed by her all in one jumpsuits. Ida maintains the mantra “one and done” when it comes to styling these – in straight leg or flared options. Having owned boutiques and being stocked in Harvey Nichols, Dundrum Town Centre, Ida now runs frequent denim clinics and pop-ups. Her latest is part of a “Christmas Collective” hosted at The Devlin, Ranelagh today. We meet ahead of this event.
How did you become interested in jeans and the way they fit?
By finding it so hard to find jeans to fit me. I am short and very curvy, for years I thought I couldn’t wear jeans and that they were only for tall skinny girls.
What are your tips for women of various shapes and sizes. What fit suits them best?
Look at your body shape, know if you are long or short waisted, and be aware of your best features and focus on them.
What have been your bestsellers?
All of our jumpsuits fly out, as does our Minnie which is a beautiful wide leg, our original classic Jeanie, and our Rizzo and Kitty Kat styles.
What are you bringing to the pop up in Dublin which is a must-see?
All of our new pastel colours in jumpsuits for Spring 2020. I love colour, it makes me so happy.
You’ve converted from bricks and mortar to online selling – how is that going?
Brilliantly – I only wish we had done it sooner. I love getting out and meeting people and selling direct to consumer is an amazing model – it is all about the customer.
How do you style your denims?
It depends on the season but I love to use my jeans as a base layer and add great shoes/bags/coats and neat jackets. I have always thought of jeans as a foundation garment. For a jumpsuit, just add accessories but let the piece do the talking.
NEED TO KNOW: Donna Ida will be participating in a pop-up event at The Devlin, Ranelagh today with MoMuse, Parkadays, KDK and HOLDEReight from 9am to late; www.donnaida.com