Jaeger has launched a capsule collection, anchored by key denim pieces, with “Jean Queen” Donna Ida Thornton.
Thornton, founder of the Donna Ida boutiques and ready-to-wear brand, has created a 16-piece range for the British brand which is now available to buy in Jaeger stores and online.
The range is centred around key denim pieces designed to take the wearer from casual to formal scenarios; they include the Lola dungarees, the Priscilla high-waisted skinny jean, the Mia ankle-kick jean, the Claudia, wide-ankle jean, the Sabrina denim split midi skirt and the stand-out 70s-style Dora denim jumpsuit.
To complement the denim, Thornton has conceived a range of knits and shirts such as the red leopard Take Me Anywhere silk shirt, the Constant Romance ruffle silk blouse, the Tracy’s Girl oversized shirt, the Early Edie leopard print curved sweater, the Street Style star print funnel neck, the Tattoo Me star print polo neck, the Be Bonnie silk scarf and Miss Vivian cashmere top. Two styles of leather pant complete the collection; the slim leg Carmen and the jogger-style Angie.
Prices range from £120 for the jeans styles moving up to £175 for the jumpsuit, cashmere jumpers are £150-£175 and shirts from £99-£150. Entry price point is £65 for the scarf while the leather pants are £450.
Jaeger product director Liza Webb said the brand had found a “kindred spirit” in Donna Ida. “It has been a real joy working with the Donna Ida team. At Jaeger we like to work with like-minded individuals and we’ve certainly found a kindred spirit in Donna. The collaboration embraces Jaeger’s new direction, opening up the world of denim, drawing on Donna’s profound experience and reputation.”
Thornton said it was an “honour” to join forces with Jaeger. “[The collection] upholds Jaeger’s sense of British style and also injects the Donna Ida expertise for directional denim pieces and contemporary separates,” she said.
Donna Ida Thornton founded her first boutique in London 10 years ago, selling a range of sought-after denim brands, and founded her eponymous collection in 2012, which is sold in her own stores and online and via a number of wholesale accounts, including Harvey Nichols. She now has two stores in London’s Chelsea and Belgravia and an e-store.