27 November 2012 by Katherine Ormerod

Exclusive: Jean Genius Donna Ida Launches Her First Ever Fashion Line!

One of the world’s most trusted denim gurus, 39 year old Aussie Donna Ida Thornton set up her first eponymous boutiques in West London six years ago. After bringing endless hit jeans tot hese shores, she’s now put all her expertise into creating a collection of perfect fit denim, with options whatever your body shape. The line, Ida, launches this week, so to celebrate we caught up with the blonde beauty to grill her on all the insider tips to make sure your jeans work for you.

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Click Through For Donna's Denim Tips!

IDA Audrey Ankle Zip Skinny Jeans £160

For short figures and to create an hourglass figure, Donna reckons a cropped low-waist skinny can make legs look stumpy, which when a skinny is combined with a high waist, it can do wonders for leg lengthening. Recommendation: The Audrey Jean.

IDA Frenchie Straight Leg Jeans £150

For tall, straight up girls who want to add some curve, Donna recommends a “slim boyfriend jean with a flattering high waist like my Frenchie style – they’re good in the summer when you don’t want anything too clingy.

IDA Ivy Skinny Jeans £200

For curvy girls Donna suggests her Ivy jean. “I think if your body is an extreme hourglass shape, then don’t hide it, go for an extreme curve-adding jean!” With prints with vertical lines, the Ivy jeans take your eyes from top to bottom rather than from side to side.

IDA Jeanie Cigarette Leg Jeans £150

For mature figures of average height and above, Donna recommends the Jeanie. “The most important thing about Jeanie,” Donna tells us, “is we didn’t make the ankle too skinny as it can make your calves and ankles look big. Its all about it subtly kicking out instead.”

IDA Mabel Ankle Skinny Jeans £165

The best all round jean shape is a skinny leg with a leg length which grazes an inch above the ankle – like Ida’s Mabel style. “If you are shorter, try a turn up of two inches max,” says Donna, “I’m not adverse to bunching at the ankle – it can be more flattering than taking the hem up neatly.”

IDA Martha Flare Jeans - Indigo £160

To enhance a flat derriere Donna recommends the Martha jean, a style which capitalises on cleverly placed back pockets and extra zips on the bum. The flared style also helps shorter girls lengthen their legs. Donna suggests looking for styles in which the “flare line slims into the knee then kicks out. Any lower and your legs will look out of proportion.”