Call her J.J. Martin, the problem solver. The editor-turned-entrepreneur behind La DoubleJ likes to have wardrobe options covered when hip-hopping from one side of the world to the other, and with her mood-boosting (and ever-expanding) brand she’s on the mission of sharing plenty of solutions with her community of women, too.
So when during a boat trip across Greek islands at the end of last summer she found herself short of garments she wanted to wear, Martin battened down the hatches for both herself and her customers. Her brand’s pre-fall 2024 collection — which she often addresses as high-summer — was conceived as an answer to that situation, leaning toward lightweight and effortless pieces with a strong daywear focus.
Think of cotton caftans, silk wrap dresses and gauzy knits to wear on deck and toss over swimsuits. Eyelet separates also abounded and looked great in Martin’s printed version, resulting in both floral or geometric black-and-white patterns on flouncy dresses and essential frocks in shorter proportions.
As for the brand’s signature colorful graphics, these included a chain motif with a vintage flair that was splashed over a plethora of uncomplicated silhouettes in military green hue, as well as a light blue snake pattern. The latter magnified the summery vibe of white separates, ranging from pants to one-piece swimsuits doubling as everyday leotards.
Other cute prints popped up on a cotton voile wrap skirt and oversize men’s shirts that made for the ultimate wardrobe essentials. Sturdier fabrications were deployed to face sudden whiffs of wind in style, as seen with a pretty denim jacket that can easily work when back on shore and in the city, too.
“We’re not trying to do anything crazy,” Martin said about her straightforward approach, which focuses on simply nailing designs and proportions that can accommodate a multitude of needs and body types. No wonder she’s also expanding her options in solid colors, which could further widen her reach and come in handy to complement La DoubleJ’s assortment as the brand is building pop-ups globally.