Recognising a gap in the market for sleek high waisted jeans for women, industry expert Donna Ida Thornton of denim retailer Donna Ida has launched her own label- enter IDA. The concept celebrates the ‘iconic woman’ by focusing on jean silhouettes featuring true-waisted and tailored cuts. Drawing on British elegance, the premiere collection encompasses 30 pieces of jeans and a smattering of garments that complement them, such as classic tops and tees. IDA will launch to the wholesale market from August 2012, and the collection will be stocked in Donna Ida boutiques from spring 2013. Wholesale prices range from £27 to £87.