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Donna Ida to star in BBC TV documentary

Premium denim indie Donna Ida is to feature in a BBC TV show focussing on the rise of global brands.

The new documentary series, which has a working title of Superbrands, is slated to run as a three-part series also looking at food and technology brands. The programme, produced in-house by BBC Vision Productions, will air next spring.

BBC researcher and runner Thea Hey told Drapers that the programme will feature fashion super brands, including French footwear label Christian Louboutin.

“We’re looking at how brands become global brands, what makes them so desirable and how brands impact our lives,” said Hey. “The denim programme will look at how jeans have changed from casualwear to luxury goods.”

It is understood the BBC has also expressed an interest in filming young fashion brand Diesel’s factory in Italy and will look at how distressed jeans are created.

Johara Chambers, PR and marketing manager at Donna Ida, said: “It is in the early stages but it will be a behind-the-scenes look at how [brands] works and they have decided to cover denim. They are interested in how we buy, how we arrange the denim brands in the store and what customers are looking for. They have expressed interest in filming us at our Westfield store [in London].”

Separately, Donna Ida has begun a charity fund-raising drive. Customers are encouraged to bring in old or unwanted jeans to Donna Ida stores and in return will receive a £20 voucher to spend in store. The jeans will be restyled and sold in singer Lily Allen’s new designer rental and boutique shop, Lucy in Disguise, with half of the proceeds going to charity Jeans for Genes.

Donna Ida entered the menswear market with the launch of its fourth store in Guildford this month. The 1,000 sq ft store on Market Street is set over two levels, with the ground floor dedicated to womenswear and the upstairs given over to menswear.

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