In 2012 Donna utilised her expertise to launch her own denim based fashion brand DONNA IDA, which GRAZIA magazine hailed ‘Jeans Genius.’ The collection was inspired by Donna’s grandmother Ida who was known for her style in rural Australia. She made all her own patterns, and clothed the entire family as well as friends. Handbags, shoes and gloves all had to match. It is with Ida in mind that Donna designs the denim based collection DONNA IDA, keeping in mind a close group of friends who would be Ida’s modern day girl squad. These girls are represented in the collection in the jean that would suit their personality the most. Ivy is the leggy one, Jeanie is slightly more conservative, Rizzo is a girl about town who loves to have fun. And each season the squad grows.
Donna’s fashion ready to wear pieces are designed to capture your mood – whether it is a fun flirty top that you always feel confident in, or a cosy perfect weight cashmere jumper that you keep picking up day after day. This is how Donna names the collection pieces in the DONNA IDA collection. Downtime is the perfect jumper for just that, Out To Lunch is a great top that can take you… to lunch, but also anywhere, dress it up or down. Some pieces make you feel like referencing a classic screen star’s icon style, and it was with this in mind that we named the Hepburn Roll, Lauren, and Bonnie.