In Conversation with Donna Ida Thornton

Donna Ida Thornton, hailed as the “Jeans Genius” by Grazia magazine, came to London in 1999 to start a career in marketing. As a long time lover of jeans, she launched a multibrand store denim store selling clothes from the denim market’s big hitters including J brand and MiH. The plan was always to launch her own brand and, after studying women’s bodies all day in her store, she realised she needed to bring something different to the market, something that would flatter the female form...