The House of La DoubleJ is on a roll. “Honestly, what we’re trying to do right now is just manage the avalanche of projects we have going on,” said founder JJ Martin. “Sometimes this company feels like a galloping horse without a saddle or without a rider, like, Where did my horses just go?”
There’s a palpable feel of positive energy at La DoubleJ headquarters; the saying “What goes around comes around” could be a good company motto, since the by-product of Martin’s good vibes so far has been a healthy, fast-growing business: “The whole idea with DoubleJ is fun, playful, joyous!” she enthused. “Surprise and delight!” Customers are certainly surprised and delighted, their appetite and curiosity kept energized by the new categories Martin and her design team are able to add every season to the now famous carryovers.
For Resort, knitwear has expanded into a more complete offer, with vertical-striped dresses, trapeze sunray skirts, and little ribbed sweaters in rainbow-striped lamé, pretty when paired with printed cotton shorts. Eveningwear was also given a boost: “We want to take care of your New Year’s Eve situation!” said Martin. Full-sequined technicolor numbers trimmed with ostrich feathers made quite the statement, ready for a glamorous entrance at a party in St. Barts or St. Moritz; floor-sweeping high-waisted dresses (“very Jane Austen,” in La DoubleJ parlance) were delightfully wispy in layered fil coupé with dark floral motifs.
Bold prints are La DoubleJ’s invigorating signature; this season the selection felt even more tonic and livelier than usual, counterbalanced by a selection of micro-florals or flower-leopard patterns gracing asymmetrical dresses in soft jersey, a new fabric recently introduced to complement the high-end, made-in-Italy range of printed twill silks the label is known for.
As if these novita weren’t enough, Martin and her team had the guts to branch out into bags, one of the trickiest fashion territories. They came up with four styles: a cross-body bag and three totes in different sizes, all in colorful printed leather or in printed cotton with contrasting lining and piping. They’re adorable eye candies. The biggest tote is roomy enough to carry even a picnic to the beach, or to accommodate Pepper, Martin’s feisty female pug and the team’s mascot.