Donna Ida dons her favourite denims to promote tomorrow’s Jeans for Genes Day

South England indie group owner Donna Ida has been raising awareness for tomorrow’s Jeans for Genes Day by posing in the window of her Belgravia boutique. Joined by model and presenter Charlotte de Carle, the pair wore IDA jeans and charity t-shirts to spread the word about the campaign.

Jeans for Genes is an annual fundraiser by Genetic Disorders UK that aims to help transform the lives of children affected by genetic disorders. Every year one in 25 children in the UK are born with a genetic disorder and the associated health problems are the biggest cause of death of children under the age of 14. Tomorrow the public are invited to leave their suits and uniforms at home and wear jeans to school or work in return for a donation.

To help change the lives of those affected, Ida is pledging £1 for every pair of jeans bought tomorrow in her three stores and website. To date, the boutique owner has raised £75,000 for Jeans for Genes.

Order a free fundraising kit at: