The network for discerning parents living in Knightsbridge, Chelsea and surrounding areas.


Donna Ida – the eponymous denim fashion label and our interview with the ‘Jean Queen’

Thu, 17th May 2018

Jeans. The one piece of clothing everyone has in their closet. Dozens in the case of one lady I know. What other piece of clothing can you wear year round in any season? Get it right and you transform your look…and where do style conscious, quality focused women go to shop for jeans? Donna Ida remains popular and relevant over a decade after launching her coveted denim fashion boutique.  The original flagship on our doorstep at Draycott Avenue is considered to have the best customer service in town with enthusiastic sales staff who will help you select jeans best suited to your shape and style. The girls are fun and approachable and dressed exactly how I like to look on my days off - always a good sign. The shop is compact but well laid out with every pair of jeans folded impossibly neatly. There is an open plan area outside the changing rooms with a huge mirror that you can step out to take a critical and careful view of your impending purchase.  

Favoured by Knightsbridge Village mothers seeking grown up premium multi-brand jeans, that do not compromise on quality, this fashion name seems set to go from strength to strength.

Donna Ida SS/18  - St Tropez blouse with Rizzo jeans 

What’s great about Donna Ida is the choice she offers. Shoppers can choose from a decent range of well-known ‘go to’ brands like J Brand or Mother. In recent years Donna has also launched her own label denim fashion brand which her website now features exclusively. The Spring/Summer collection showcases cuts to suit all tastes from our beloved skinny to trusty bootcuts or increasingly popular culottes plus some fabulous separates. The contemporary 'Posh Folk' collection delivers her vision of fashion with stunning tops and cashmere teamed with edgy jeans. 

Donna Ida street style SS/18

KV members are invited to read our interview with Donna Ida in the Library.

By Nana Coles. Images courtesy of Donna Ida.

Donna Ida Jeans is available online at or you can shop locally at  40 Elizabeth Street, Belgravia.

Update 1 November 2018 - sadly the Donna Ida boutique in Drayton Avenue has closed down. You can still still shop online or visit the boutique in Belgravia. 

Rating: 9 / 10
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