When I came home from my Cap Ferret holiday last September I had a very exciting email from the gorgeous Donna Ida sat in my inbox inviting me to a focus group meeting for her first denim range – IDA by Donna Ida.

Being a bit of a denim junky I was excited to attend and see just what she had been up to!  Donna Ida is the place to go for fabulous designer denim including JBrand, Current/Elliott, Hudson, MiH, Paige, James, Mother…the customer service is superb and the girls will always provide honest advice when shopping for a new pair of jeans.  I had always been far too self conscious of my thighs and backside and it was the girls in the store that encouraged me into my first pair of skinny jeans and now I live in them!

So back to IDA, the focus group was a great chance to try out the clothes and feedback our thoughts on the brand new range.

IDA is a very sleek collection of denim and tops – silk blouses, cashmere sweaters and luxe tees.  At the focus group I tried on the Ivy skinny in Deep Sea and was immediately impressed.  All of the IDA jeans are high waisted; now I don’t normally wear a high waist but these felt very flattering across my (post holiday ice-cream baby) belly and at the small of my back, as there was no gap!

The one pair I really wanted to try was the Audrey.  Audrey is a black skinny jean cut to the ankle with zips on the inside of the leg – I love a bit of zip detailing.  I am sure if you have picked up a fashion magazine in the last few weeks you will know the IDA collection has now hit Donna Ida boutiques as well as other independent boutiques.  So yesterday I popped down to see Cecilia in the Guildford store and try them out.

They are a great fit (I am a size 28) and a nice deep black (Noir) colour, they are made from 97% cotton but have 3% elastane for a little bit of give.  The main reason for me wanting this pair is that they are smart enough for me to get away with for work meetings!

There is no obvious branding, the rivets and button on the waist are discretely branded IDA and the zips on the inside ankle area are a dark silver, just enough detailing.  I will quite happily wear these with a shirt or loose tee, blazer and heels or even dressed down with zips open with sneakers and a sweater.  The price point is pretty good these were £160, as I live in denim it’s one wardrobe staple I won’t buy at a budget price.


I think these will become a firm favourite,the high waist is still something I am getting used to and I am not sure my choice of shirt in the above picture works, what do you think? Does it work, let me know.

x SJ

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