La DoubleJ Pre-Fall 2024

JJ Martin hasn’t taken any U turn towards minimalism, yet the La DoubleJ pre-fall vibe was slightly less effervescent and flamboyant than usual. Black-and-white? Statement-solids? Is there some genetic mutation going on at LaDoubleJ? “Evolution is our natural state as human beings,” the ever philosophical Martin reasoned. “We all need to evolve, and brands need to do that, too.” As always with Martin, art and commerce are inextricably connected. While she’s picking up on a general mood for a less exuberant approach, “it’s something that comes from me, really,” she explained. “I need less noise, less distractions, more spaciousness and stillness in my life and I want to appear in the world as a physical manifestation of that desire.”