How to find your perfect jeans

Hailed as the Jean Queen and loved by everyone from Amanda Holden to Cat Deeley, denim designer Donna Ida Thornton shares her tips on shopping for jeans.

You’re kept on speed dial by countless celebs – do you have a favourite famous client?

“Ha! That would be like choosing between my dogs! We have so many long-standing and really wonderful celebrity friends who love our brand; a few are Cat Deeley, Davina McCall, Amanda Holden and Lisa Snowdon. Of course, there’s also the lovely Kelly Hoppen, Vanessa Williams, Tess Daly, Claudia Winkleman and Trinny Woodall! They are all fabulous, embracing women, so I couldn’t possibly choose.”

You’re a style icon for so many – but who’s your denim icon?

“There are lots but women who wear or have worn denim never stop inspiring me. Kate Moss, Marilyn Monroe, Carolyn Bessette-Kennedy, Sienna Miller, Princess Diana – I could go on all day!”

Cigarette, bootleg, skinnies – what is your go-to jean shape and why?

“That’s a tricky one. I love anything cropped as I am short. If it isn’t cropped, I roll it, and actually if it is already cropped, I probably have to roll again! I also love flares because I can hide a good, stacked heel underneath and give myself six extra inches in height. Skinny jeans are great, too as I can tuck them into boots, wear with a loafer or ballet flat, and then add a heel for the evening. The endless versatility and modernity of jeans excites me, as they can take you anywhere and always feel fresh.”

For us, shopping for jeans can be a fashion minefield. What’s the secret to finding your perfect pair?

“My biggest tip is to know your body shape and be honest about it. Be open to highlighting your best asset. What suits your friend will not necessarily suit you. At Donna Ida, we do a lot of online styling and chatting to customers. We WhatsApp them videos and FaceTime them. That one-to-one and getting to the bottom of what will work for someone is so satisfying.”

So when it comes to body shape, what should we consider?

“The biggest thing for jeans is knowing where your length is. Do you have a long or short body? Do you have long or short legs? Or are you average all over? Just knowing this will narrow down choices very quickly. For example, if you have a long torso, look for a high waisted style which will balance out your proportions. Similarly, if you have a shorter body and longer legs, look for a style that is mid rise and focus on the leg length. If your proportions are more or less balanced, you will be able to wear a range of leg lengths and rise heights. Looking at your proportions will really help you to decide what shapes suit your best, and more importantly what you are comfortable in and fills you with confidence.”

Your jeans are beautiful but out of many people’s price-range.  Is it ever possible to find a flattering pair of cheap and cheerful jeans? 

“Check out our Donna Ida end of season sale! It is also worth looking on Vinted, as there are a lot of good pieces on there and I think re-selling and re-sharing things is important. I read recently that hoarding works against the law of use, and I really believe in that! If you don’t need something or aren’t using it, either sell it or give it away to keep the energy flowing.”

What would you say is the ultimate jeans faux pas?

“I like to think everyone can express themselves in whatever way they want, but if I had to say one thing, it would probably be squeezing into something that is way too small. Something that I used to be very guilty of myself!”

Your jeans are all about creating body confidence. What makes you feel great?

“I like relaxed elegance, so keep my wardrobe streamlined. A few well-fitting things that always feel special, aren’t difficult to wear and make me feel comfortable. I am much more at home in a well fitted bodysuit and jeans than in a dress or something with lots of ruffles. I don’t like to have to spend a lot of time thinking about my outfit as there are so many other important decisions to make during the day. I like getting dressed to be stress free.”

With London Fashion Week in the bag – what Spring/Summer trends should be on our radar?

“I loved the amount of denim and leather on the catwalk, blazers and quite a few bursts of bright acid shades. A blazer and jeans are always a timeless look for me and I cannot wait to see what goes down the runway in Milan and Paris. Donna Ida has a very European feel to it and I love the way the French and Italian women dress. So stylish!”

And finally, as the undisputed Jean Queen, can you please settle the age-old argument: is wearing double denim ever a good idea?

“Always! I personally prefer it if the denims are a similar wash level though. Then I think it looks super punchy and slick. I love it!”

Check out Donna Ida’s collections at www.donnaida.com