Donna Ida S/S 16: The queen of denim builds momentum for her Sadie design
By Samuel Trotman

Blue denim is continuing to have a high fashion moment and Donna Ida’s latest collection reflects that. WGSN Denim Editor Samuel Trotman reports

Dec 03, 2015

6 photos

When it comes to women’s premium denim in London, Jean Queen and all-round style maven Donna Ida Thornton is the go-to girl. Since opening her string of specialist denim emporiums in Chelsea back in 2006, Ida has gathered an impressive following of customers and fans, WGSN included, to shop her impressive selection of high-end international denim labels as well as her own namesake label.


Not just a face of retail, Ida is known for her glamorous events in West London so it came as no surprise when we received our invite to her S/S 16 launch at the Rolls Royce showroom in Berkley Square. The breakfast event was hosted to celebrate the launch of the new Sadie boiler suit as part of the IDA denim line. Rather than your standard product showcase, Thornton invited attendees to get involved and customise their own looks with an exclusive customisation bar featuring monogramming, retro patches and distressing.


With so much fashion know-how under her belt, Thornton has her finger on the pulse when it comes to emerging denim trends and the new boiler suit hits a sweet spot with both fit and fabric. Taking cues from the men’s wardrobe, Ida updates this utility staple with a feminine form, blending classic workwear and western styling in a slim figure hugging shape. The denim comes in an authentic Starlight Blue with a gentle comfort stretch that takes you easily from day to night.


The Sadie comes as part of the forthcoming S/S 16 ‘Blue Jean, Baby Queen’ collection. Thornton said; “I named the SS16 collection after lyrics in David Essex’s iconic 70s song Rock On as ‘Blue Jean, Baby Queen’ perfectly encapsulate the time. These new shapes represent the daring new direction that denim is taking for 2016 which fuses cool shapes and retro washes referencing a bygone era. Sadie The Boiler Suit creates an iconic silhouette with a slouchy denim shape adding a nonchalant look for the modern girl. Blue denim is continuing to have a high fashion moment, which looks set to continue as we push the boundaries of the hard wearing, versatile and effortlessly cool fabric.”


IDA Sadie The Boiler Suit is priced at £210 and is set to land in December 2015. Keep your eye out for the launch at




Like what you just read? Follow Samuel on Instagram for the latest indigo inspiration and denim news. 

DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? Join WGSN.

Donna Ida S/S 16: The queen of denim builds momentum for her Sadie design

Please enter a valid name
Please enter a valid name
Please enter a valid email address
Please enter a valid email address
Please enter a valid website
Please enter a valid website
Add a comment...
Please enter a valid comment

Paris retail: The simple standout store concepts
May 05th, 2016

[…] to design around this idea, London designer Donna Ida built her latest collection around her customised Sadie Jacket and Nudie jeans have separate denim repair […]

Donna Ida says Hello to Sadie The Boiler Suit | NakedPRGirl
Dec 30th, 2015

[…] more from LibertyLondonGirl, Arianna's Daily, WGSN, Chouquette, Stelouche Babouche, FashionFoieGras, Marissa Montgomery on Hello, The […]

Five ways to wear denim in 2016
Dec 22nd, 2015

[…] from your name emblazoned across your chest to a picture of your fave 90s icon. Brands to watch: Donna Ida and her Sadie boiler suit with can be personalised and this denim brand Caine […]

Subscribe to WGSN

Get more Denim insights as a WGSN subscriber

Related stories

4 photos
Dutch brand Atelier de l'Armée's Amsterdam City Guide

3 min
The new Kapital denim S/S16 lookbook is provocative, exciting and NSFW

8 photos
Lucky brand and Ornamental Conifer create must-have denim and leather jackets

Burberry Snapchat
Burberry reveals Spring/Summer 2016 Mario Testino-shot campaign on Snapchat

7 photos
Rin Tanaka Talks Inspiration NY, Americana, and the Secret to Brand Longevity