Denim-specialist indie Donna Ida will today launch a one-day auction of jeans customised by celebrities and sold in aid of charity Jeans for Genes.
Celebrities including Holly Willoughby, Little Boots, Florence Welch, Peaches Geldof, Alexandra Burke, Geri Halliwell, Jameela Jamil, Marco Pierre White and Lisa Snowdon have all customised and signed a pair of jeans from the range of brands stocked by Donna Ida, which has two London stores specialising in premium denim and is a favourite of celebrities.
Customised brands will include Stella McCartney, J Brand, and Sass & Bide.
The auction will start at 12pm today on Donna Ida’s website at www.donnaida.com. Each pair of jeans will have a starting price of £300, which will drop by £5 every minute until they are bought.
The Jeans for Genes charity provides care for children and families who are affected by genetic disorders.
Donna Ida, owner of the eponymous indie said: “Jeans for Genes is fantastic charity that does important work in the field of genetic research. Using fashion as a platform for raising awareness always works; I think anyone who has a voice should try and use it to help causes like Jeans for Genes”