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This week’s hero - IDA

Pointing the way to the most important products, people, stories and shows in fashion right now.

Known by some as London’s Queen of Denim, Donna Ida picked high or ‘true’ waist shapes and tailored jeans as the focus of her Ida range.

Known by some as London’s Queen of Denim, Donna Ida picked high or ‘true’ waist shapes and tailored jeans as the focus of her Ida range.

Here is an exclusive first look at Donna Ida’s own label, Ida, launching for spring 13. As the owner of the eponymous four-store premium denim boutique and a self-confessed jeans addict, she knows a thing or two about denim, so it’s no surprise that’s the line’s focus. Boasting clean silhouettes, the range consists of six jean styles and four tops, and is available at wholesale from this month with prices ranging from £25 to £85.

Contact: 020 7486 4800

  • Ida is not just about the denim, there are four styles of complementary tops too

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