For the last six months, Jean Queen Donna Ida Thornton has been working on a top secret project with British brand Jaeger and it is finally being revealed in all it’s splendour on 8th September this week. The launch will be in Jaeger’s Chelsea store on King’s Road, a stones throw away from DONNA IDA on Draycott Avenue and we will be welcoming HELLO Fashion Monthly to the store for a huge party complete with bubbles and scrumptious canapés. There’s still time to RSVP if you want to come along!
The collection, as if you need ask, is a triumph! Donna has taken her signature denim style and applied it to the Jaeger aesthetic. Standout styles from the 18 piece collection include her 70s style Dora the Jumpsuit (I am wishing I was tall and leggy enough to wear it!) plus a delicate silk blouse with beautiful ruffles called Constant Romance.
I’ve been lucky to be working with Jaeger’s fantastic in-house PR team on the launch and the coverage has been amazing with interviews with Donna featuring in Stylist, HELLO Fashion Monthly and YOU magazine. Donna said; “It has been an honour to join forces and create a DONNA IDA for Jaeger capsule collection which upholds Jaeger’s sense of British style and also injects the DONNA IDA expertise for directional denim pieces and contemporary separates. I’ve been working with Liza Webb, Jaeger’s Buying Director and their Creative Director Sheila McKain-Waid to create a capsule collection for AW16.” Read more on Donna’s Diary on DONNA IDA’s Blog.
The collection launched on 8th September at Jaeger’s King’s Road store and we were thrilled to welcome Lisa Snowdon, Georgina Cohen, LornaLuxe, Angie Smith, Kate Reardon, Marianne Jones, Rosalind Lowe, Marissa Montgomery, Antonia O’Brien, Rosie Nixon and Rosie Fortescue. See more snaps on Daily Mail.
Shop the collection from 8th September on Jaeger’s website.
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