Our New Favourite Jeans New!

Denim guru Donna Ida has launched her first eponymous collection of jeans.

And the new line, IDA, will completely change your concept of high-waisted denim for good.

If, like us, you stayed away from navel-grazing cuts in favour of styles that rested on your hips for fear of looking like you were wearing mum-jeans, it's time to rethink your sartorial strategy.

Ida's longer lines equal a leaner silhouette that tucks you in at all the right places. It's slimming and sleek, even with a print! With black and silver swirls, Kaleidoscope is baroque styling at its best, while Strawberry Dreamtime's pale pink and white mix is sure to be a sell-out come spring.

The line officially debuts at Donna Ida boutiques in January, but you can get in on the presale right now at donnaida.com.