If, like me, you've spent years refusing to wear jeans at some point in your life on the basis that they were uncomfortable or didn't fit well, and possibly you're still stuck in the fear that denim is not for you, you must trot over to Donna Ida to meet the denim fairies who will transform your approach to jeans and leave you wondering how you lived without them for so long...
In the meanwhile, for those of you who are not London-based, here are Donna's very own top tips for denim devotees, which should be handed out with each pair sold honestly, they're that good! (And, before you ask what a yoke is, it's the V-shaped piece of fabric just above your bottom at the back of the jeans, it's what gives your bottom a curved rather than a flat look).
To this, I'll add one tip: it pays off to buy designer jeans, they just look and fit better, and they feel amazing too. Personally, I've never been able to find good jeans in the high street, it's one of those cases where once again the rule of, when you pay peanuts, you get monkeys (no offence to our little simian friends).
My favourite designers for great jeans are: Goldsign, James Jeans, J Brand, and my most recent discovery, Paige... but to find yours, the best is to experiment, and, if you can, go in to see Donna and her fairies, they will help you find your ideal denim!