As we celebrate International Women's Day, I’m reflecting on the inspiration behind the Donna Ida brand.
As some of you will know, Ida is my middle name and I was named after my grandmother. She was such an inspiration to me and she was known for her style in rural Australia. She made all her own patterns, and clothed the entire family as well as friends.
I have Ida in mind when I design the collection, thinking of this 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. Cassandra is the leggy one, Martha is slightly more conservative, Rizzo is a girl about town who loves to have fun. And each season the squad grows. Ida was my mother’s mother and really influenced her style too.
My mum is always the most glamorous person in the room. I have photos of her arriving at hospital to give birth to me wearing a chic mini dress, cool and unflustered in the Australian heat. And then months later holding me at my Christening wearing yet another mini skirt teamed with white go-go boots.
She never left the house without full hair and makeup, and in fact the full procedure is performed daily even if she is going no where, seeing no one. Appearances are everything. Look good, feel good, that's her mantra. In Mum's world, there is no such thing as a tracksuit. The closest she comes to leisurewear is wafting around the house in silk pyjamas.
I am less stringent at home I have to admit, but day to day Mum's grooming rules are with me. Hilda was my dad’s mother, and is my sister’s middle name, Allana Hilda. I’ve named this season’s tailored power jumpsuit after her which comes in Lightning Strike and soon to arrive in a beautiful white called Cloud 9.
She was a wonderful, confident woman so Hilda celebrates her strength with a beautiful fitted all-in-one with front seams on the leg, puff seams and gold hardware. The perfect jeans can make you feel amazing. We believe that denim is more than just a fabric - it's a symbol of empowerment and individuality.
If you’re reading this, you’re part of our Donna Ida girl squad and we’re so thankful to have you as part of our gang.
