Around the Grazia offices, Donna Ida’s name is spoken in hushed tones. This is because Donna is nothing short of a denim genius. A group of Grazia staffers once visited her jeans boutique and she diagnosed each of us, as we walked in the door, with our perfect jean style. See? Amazing.
So when we heard that Jeans for Genes, (the annual event to get people wearing denim to raise money to help children and families affected by genetic disorders) had recruited Donna as their ambassador, we had to applaud their style savvy.
Of course, we wanted to help raise awareness for this very worthwhile cause. And we thought, what better way to do that than to rinse Donna for advice about denim?
Grazia Daily: So what’s happening with denim right now?
Donna: Everyone is still loving the jeggings (jeans leggings) – Current Elliot started this style, J-brand have jumped on board, and Superfine did an excellent style for winter with a gorgeous matching jacket.
GD: Matching jacket? Are you endorsing double denim?
D: Superfine's is the one where you would wear DD for sure, it's a really soft denimy jacket; a tuxedo style with puff sleeves which is longer at the back, almost like a tailcoat. You could so wear that with the jeggings, tucked into boots.
GD: So still skinnies then?
D: Well, I think everyone will be back in their boyfriend jeans next season. They were super-easy to wear this summer, and people just aren’t going to give them up that fast. But I think maybe next season, they’ll be with a bit of a twist colourwise; like a putty or concretey denim. And not so distressed. But we’re not talking a big skatey boyfriend style, cos that can be unflattering. I think a really pretty shape is a slimmer boyfriend cut, turned up around the calves, and worn with sparkly shoes and jangly accessories.
GD: What’s the new style you’re most excited about now?
D: The Droopy, it looks like a skinny that’s too big around waist, so it’s tight around the legs, but loose around the waist, so it’s kind of a more relaxed shape. But you have to be on the slimmer side to wear it. A label called R13 have done The Droopy really well, in a great Japanese denim. Or Current Elliot have a style that kind of do it by accident.
GD: And for those of us who aren’t on the slimmer size?
D: If you are bigger, I would recommend tucking jeans into boots – it balances out the hips. Or a kick flare – Made in Heaven do a wonderful style called the Marrakesh. Or James do a slightly high-waisted kick flare which is slim to the knee, in very dark polished denim, it’s called The Heather and it’s perfect for larger girls; in fact, we just sold out of those; they’re amazing.
GD: Anything else that’s hot for Winter?
D: I really like the new biker look for jeans - I like anything new. It’s definitely all about details now; the panelled style like Superfine have done, with panelling inside the legs really slims your legs down. But you can’t wear it every day the way you can with plain jeans. So it won’t have longevity. It’ll be hot for one season and then fade out.
Sound good to us!
Jeans for Genes Day is today (Friday 2nd October). White–hot new London designers Bjork and McElligott have created a limited edition collection of skinny jeans created from vintage denim and leather, with all proceeds going to help children and families affected by genetic disorders by funding support services and research into the causes and cures of these conditions The full collection is available at Donna Ida, The Village, Westfield London, Ariel Way, London, W10 6BL http://www.jeansforgenes.com/