Christmas Bonus Competition

IDA Mona Bootcut Noir £175 and Out of Africa Shirt in Milk £250

Donna Ida has the best denim boutiques – and makes some of the best jeans – in the business. Her IDA Collection is A.May.Zing. If I could, I would have one of every single design. They’re that good (that flattering, that chic, that cool…) And because they’re also that nice, we have a pair of IDA jeans up for grabs for one lucky winner…

Have I mentioned before how much I love Ida jeans? If not, how remiss of me.

The woman who created them, Donna Ida, is one of the most inspiring, charming women I have ever met. To date she has three eponymous boutiques in London and Guildford (panic not if you don’t live within striking distance of the capital – the website is brilliant) before branching out into her own denin (and separates) collection. Incidental note here: it is worth dropping into a Donna Ida boutique if you find yourself nearby. The staff are terrific and like Donna, can tell you what jeans you should be wearing with the naked eye. Donna Ida herself changed the way I wore jeans. When I first met her she merrily informed me I was wearing jeans which were much too big and immediately whisked me off to try what she deemed the right size. (She was right, of course.)

Suffice to say Donna knows her jeans. So her own line was always going to be fabulous. Trust me when I tell you that these jeans fit like no other I’ve tried.

Being petite I love the high-waisted, skinny, super-flattering Ivy, but you might prefer the boyfriend style Bobby Dazzler (named after her husband); the Jeanie (named after one of Donna’s customers who longed for a high-waisted, tailored cigarette leg jean) which is next on my list; the very Rizzo-from-Grease Rizzo; or how about the Mona (featured above).

Whatever you choose, we reckon they’ll be the best jeans you’ve ever worn. New year; new jeans.

To win a pair of IDA jeans, simply email us at [email protected] with ‘IDA jeans’ in the subject box. Competition closes at 8pm on Tuesday 23rd December


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  • Reply
    simone lee
    December 19, 2014 at 10:04 am


  • Reply
    Emma Kerrigan
    December 20, 2014 at 4:03 pm

    The jeans look stunning. Merry Christmas everybody 🙂

  • Reply
    Caroline J Robinson
    December 22, 2014 at 8:02 pm

    They look great, stylish and comfortable

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