The Perfect Moment To Ski

IT MAY not seem like a natural fit, alongside rails of designer jeans and trophy jackets, but Donna Ida asserts that skiwear brand Perfect Moment - never before available in the UK - is a great fit for her stores, and her customer.

"I wanted to introduce a directional skiwear collection to the UK and Perfect Moment embodies the Donna Ida girl spirit; with colourful strong fashionable pieces to be worn with a carefree attitude," boutique owner Donna Ida Thornton explained."I love the attention to detail of the lightweight pieces with luxe gold zippers and reversible jackets where the silhouette is cut shorter for a feminine look.I'd wear Perfect Moment skiwear for daytime in bold colours for a sense of fun and adventure.For après ski, team skinny jeans with an embellished blouse or the finest cashmere finished with a statement coat from Donna Ida."

And - as the collection's biggest fans on the slopes of Courchevel, Zermatt, Klosters, Verbier and Val d'Isere will probably do this winter - it seems only fair to toast the range with a warming drink.

"We're celebrating the skiwear launch at my Donna Ida flagship Chelsea boutique this Wednesday, November 13 from 11am," Ida added."There will be luxury hot chocolate from Kokoa and snacks from Honestly Healthy, and then from 4.30pm, we'll be serving Luxor champagne infused with golden leaf flecks.All of our guests will take away a Perfect Moment beanie hat as a special gift with purchase."

See the collection, here.