If you’re after some genius jeans but are at a loss as to where to find them, head to Donna Ida, the ultimate denim destination for women. With three stores in Chelsea, Belgravia and Guildford, and a chic online boutique, the British brand, founded by Sydney-born, London-based Donna Ida Thornton, sells a well-edited range of designer jeans and fashionable finds to go with them. Fitting rooms have full-length, three-way mirrors and podiums so clients can view styles (skinny, bootcut, flared, high-waisted) from every angle. If you’re unsure as to what works best, book in for a one-to-one appointment with the in-house ‘Denim Clinic’ or chat to an advisor online. Choose from jeans by brands like 3.1 Philip Lim, J.Brand, Goldsign, FRAME Denim and house brand IDA, and complete the look with separates by the likes of Silken Favours, Bella Freud, Hanky Panky and Equipment. StyleCard holders save 10% on everything at Donna Ida, both in store in Belgravia and Chelsea, and online. When it comes to jeans, this place is genius.