I have a love/hate relationship with jeans. It’s no big secret that I’m a dress girl, but there are days when only denim will do. It surprises people to discover that I own about a dozen pairs of jeans, but the truth is, I only have so many because I’ve never found the perfect style for me.

And I know I’m not the only one – when I asked on Twitter recently what people found the hardest item of clothing to buy, almost everyone came back saying jeans! They’re notoriously tricky, with so many washes, cuts, and textures on offer, but they’re also an absolute wardrobe staple so it’s worth hunting down the perfect pair.

About Donna Ida

Donna is a self-confessed denim addict who decided to open her own boutique – with a huge emphasis on customer service and advice – after experiencing poor service buying jeans in department stores. She now has four London boutiques and an online store, all of which stock premium denim brands, from J Brand to MIH in sizes 23 to 34 (plus a capsule collection of tops and accessories).

The price tag for designer denim may be high (£200+ a pair) but at Donna Ida, you pay for the service as much as you do the jeans and if you can splash out, it may well be worth it. You can visit the ‘denim clinic’ and be fitted for the perfect pair by one of the experts working in a store. Think of it like a bra fitting, but with more denim! This idea is replicated online with videos full of fitting advice and an extensive set of resources that aim to take the nightmare out of navigating the hundreds of options, but if you can get to London, I absolutely recommend going instore if you can.

The Fitting

For my fitting, I visited the Belgravia store, with the lovely Claire on hand to guide me through the maze of options. Firstly, I was asked what I was looking for and explained I wanted something I could wear for work or play, quite a classic shape in a darkish wash. My only stipulations were no skinny jeans and no bright colors.

These requirements were then combined with Claire’s knowledge of what works for my body shape, and I was I was quickly dispatched to the fitting room with various recommendations, plus a plain white t-shirt to try them all on with.The store is really well-designed for trying on. The fitting room is generous, with a mirror inside.