Fashion retail chain McArthurGlen partners Donna Ida

Donna Ida Thornton will bring her unique denim concept, showcasing a selection of premium denim labels, including her own 'IDA' brand to the North of England in the form of a DONNA IDA pop-up shop at Cheshire Oaks Designer Outlet, for a limited time only.

Donna Ida Thornton is a self-confessed denim addict who, after experiencing frustrating denim shopping experiences, set up her own DONNA IDA boutique to help women find jeans that make them look, and feel great, every day of the week. McArthurGlen's 'The Art of Denim' campaign plays tribute to an iconic fashion staple that transcends seasons, year and decades - a key foundation in the modern wardrobe, making it a great fit for DONNA IDA's philosophy.

From 5-20 October, McArthurGlen's six UK designer outlets will launch a creative schedule of denim activity. Highlights include a 'share zone' which will screen live feeds of street-style shots uploaded by shoppers on instagram using the #ArtOfDenim, an exclusive free denim tote bag which shoppers will be able to customise with their own personal designs, and a bespoke monogramming and embroidery service.

Last year, McArthurGlen Designer Outlet centres sold more than five million items of denim-wear - that's nearly 600 for every hour of the year.

Julia Calabrese, CEO, McArthurGlen Group says: "The Art of Denim campaign is about making shopping fun and stimulating, creating a retail experience rooted in fashion history, and one that demonstrates that our centres offer the most sought-after names in the world of fashion. I'm delighted that Jean Queen Donna Ida Thornton is joining us for the campaign; the pop up will bring new designer denim names to McArthurGlen plus expert advice to make sure you can find your perfect pair of jeans."

Donna Ida Thornton, CEO, DONNA IDA added: 'I'm so excited to be popping up in McArthurGlen Cheshire Oaks Luxury Quarter in October; it's an ideal place for a DONNA IDA boutique. Denim is a staple piece in the modern wardrobe; working in any season and taking you effortlessly from day to night so everyone should have a 'go-to' pair of jeans in their wardrobe. The pop up will stock an edit of my favourite brands plus a selection of my own range, IDA - a collection of high-waisted jeans which celebrates an iconic silhouette.'

McArthurGlen