La DoubleJ Fall 2021 Ready-to-Wear

5 months ago 32
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Even from the other side of an exhausted screen, somehow miraculously still functioning after the umpteenth Zoom call, JJ Martin’s energy comes across as infectiously cheerful. Your pandemic-fatigued spirit is immediately boosted. Perhaps the next step in her ever expanding empire should be bottling the essence of her mood-lifting enthusiasm. It’d sell in the zillions.

The proof of LaDoubleJ’s irrepressible effervescence is in the numbers, not only because sales are apparently booming. Eight new fabrications; nine new dress silhouettes; ten in-house newly designed prints were added to the Fall collection. It’s enough to make your head spin, but Martin sounded unfazed. To get new patterns broadening LDJ’s riotous roster, she sent her talented Norwegian print designer as inspo a book on Tibetan tiger rugs she had at home: “She came up with tons of crazy tigers, zebras, jungles, unicorns,” Martin enthused. “I want to connect with my animal side and be in nature, don’t you?”

The motifs were suggestive of the fantasy of traveling to exotic locations: Bali, Morocco, Tibet. God knows when we’ll able to make such fantasy a reality. For now, one can enjoy the feel-good factor induced by the vibrancy emanating from LDJ prints. Reversible sporty bombers in nylon/velvet or in velvet/brocade were graced by the “crazy tigers” tile print; dresses constructed from juxtaposed silk twill scarves boasted the “Giungla” print, an enchanted forest scene with tiny galloping unicorns.

Kniwear options were also expanded; color-blocked maxi sweats looked great with circle skirts just printed at the borders. Martin is always up for dressing up; a long opera caftan à la Talitha Getty with dramatic asymmetrical flutter sleeves made you long for a glamorous opening night at La Scala or a barbecue on some sunny beach.

“It’s uncomplicated clothing”, said Martin. Not surprisingly, new projects are on the horizon. “We make clothes that women want to actually wear, we don’t pretend to look cool. I’m always perfecting the silhouettes listening to our clients; we have a constant conversation, we truly pay attention to what they suggest,” she continued. “The way we talk to our community really resonates, I’m very approachable and I love interacting with them. That’s surely impacting the results. It’s not that ivory tower of cooldom, impossible to reach. It’s just like: ‘Jump on our fun bus! Jump on the joy bus!’” At what time does it depart, pray tell?

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