Donna Ida Thornton, denim addict and founder of the Donna Ida boutiques, has a new project. Shes teamed up with McArthurGlen, the brand behind some of your favourite designer outlets, just as it launches it first ever campaign entitled, aptly, The Art of Denim. Shell be opening a pop-up store packed hull of the most desirable denim brands around, including her very own line, IDA.
Always on the hunt for an insiders guide, we thought wed take the opportunity to pick Donnas brains about all things denim.
What's the key to finding the perfect fitting jeans?
Visit a denim specialist, have an open mind and try what the sales assistant suggests. Listen to advice. Every pair of jeans has around 2% stretch, so make sure theyre not too big. The waistband should be snug, if you can fit two fingers down the back that's good, a whole hand is not. If your jeans are near perfect, look at alterations. We offer to taper legs, alter leg lengths, add zips, remove pockets. We can even alter jeans to add elasticated maternity panels and then change them back after you've had your baby.
The Donna Ida pop-up boutique will open at Cheshire Oaks Designer Outlet on 5 October for a limited time only.