Donna Ida

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South Kensington

Aussie entrepreneur Donna Ida Thornton changed denim buying in the capital when she opened up her first dedicated jeans emporium in 2006. Acknowledging that the most important piece in a woman's wardrobe was the workhorse jean, she took denim fitting to new heights, with expert shop-assistants spending half an hour of one-to-one time with each customer, and over 20 luxury brands on offer. Now this, her original store (there are three more across London), has had a £120,000 re-vamp. It's designed to have a New York feel, with subway tiles and industrial concrete walls – but with a luxury twist, courtesy of stodgy carpets underfoot and whopping changing rooms. Of course, the centrepiece is the denim – with a sweeping gallery of prestige brands including Citizens of Humanity, MiH, Paige, Current/Elliott and Goldsign. But there are also bits to go with – with a very West London selection of printed blouses and accessories from Tucker, Wildfox and Sophie Hulme. We recommend the owner's own line, IDA. You won't find it anywhere else, and the high-waisted blue jeans approach perfection.

Venue name: Donna Ida
Address: Donna Ida Chelsea
106 Draycott Avenue
Opening hours: Mon-Sat 10am-7pm; Sun 12-6pm
Transport: Tube: South Kensington; Knightsbridge
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