In a world where fashion and trends often seem fleeting, Ida+Moon emerges as a sanctuary of elegance, fusing 70s California bohemian charm with rugged Western cowgirl aesthetics. At the heart of this unique brand lies a deeply personal story—a journey that began in sunny California and evolved through trials and triumphs to create a brand that is both a reflection of its creator and a beacon of sustainable, inclusive fashion.
The inspiration behind Ida+Moon is rooted in nostalgia and personal history. Founder Hannah Thurston, who grew up between the rustic beauty of Colorado and the vibrant landscapes of California, was shaped by these contrasting yet harmonious environments. Childhood memories of sprawling ranches and the warmth of homemade prairie dresses created a tapestry of influences. These experiences were further enriched by a love for vintage fashion and music from the 60s and 70s, where bell sleeves, flares, and the free-spirited essence of rock 'n' roll intertwined with the romanticism of period films like Anne of Green Gables and Little Women.
In this blend of influences, Ida+Moon was born—a tribute to the effortlessness of the 70s and the enduring ruggedness of the Western frontier. Hannah’s connection to this era is not merely aesthetic but deeply personal.
The creation of Ida+Moon has also been profoundly impacted by Hannah’s journey with an autoimmune disease. This personal struggle became a transformative experience, guiding a shift from the hustle of conventional work to a more intuitive approach to life and design. “It was a blessing in my life,” Hannah reflects. “It allowed me to slow down, to live and work with intention.” This new approach is woven into every piece of Ida+Moon's collection, which is designed not just as clothing but as a source of comfort and healing.
One of the brand's core philosophies is its commitment to "sizeless + seasonless" clothing. Hannah’s prior experience with vintage clothing underscored the limitations of traditional sizing, which is often exclusionary. In response, Ida+Moon offers size-inclusive options and customizable fits, ensuring that every piece can accommodate a diverse range of body types.
The design process at Ida+Moon is a dance between vision and material. Hannah’s approach to creation is about following a deep, personal sense of inspiration. This method allows for the development of pieces that are both unique and deeply meaningful, often incorporating elements that reflect personal and spiritual needs. Botanical dyeing, for instance, is used not only for its aesthetic appeal but also for its connection to natural healing properties.
Materials also play a crucial role in Ida+Moon's philosophy. For their tactile and grounding qualities, Ida+Moon favors natural fibers such as soft leather, sheepskin, and woven linens. These materials are often salvaged or thrifted, celebrating their imperfections. This commitment to sustainability is evident in Ida+Moon’s practices, including small-batch production and made-to-order pieces, which minimize waste and ensure that each item is crafted with care and intention.
Above all, Ida+Moon aims to elevate the everyday ritual of dressing, offering pieces that empower, comfort and ground their wearers. Hannah’s hope for those who wear her pieces? “May they romanticize the daily ritual of getting dressed and feel empowered, comforted, grounded and loved,” she muses. “May they uplift those who adorn and those that surround them.”
Looking ahead, the future of Ida+Moon is bright with potential. The upcoming fall and winter collections will see the introduction of bespoke outerwear, including custom-made Penny Lane jackets and capes - did anyone else think of Almost Famous? Additionally, the brand plans to expand into home décor, further extending its reach into the realms of personal and environmental harmony.
Ida+Moon is more than a fashion brand; it is a manifestation of Hannah’s journey—a blend of past and present, personal and professional, designed to inspire and nurture those who embrace it. As the brand continues to evolve, Hannah evolves with it; but like its founder, the brand remains a testament to the power of authenticity, sustainability, and timeless beauty.