La DoubleJ Resort 2019

Is a review entirely objective? Hell no! Because #Friend. Not so long ago I was hanging out with fellow journo J.J. Martin in grimy Parisian cell-phone stores trying to buy top-up data SIMs, the faster to cover the shows. Then around 2014 she started muttering about launching a blog to cover all the cool local “babes” and “ladies”—as she put it—she’d encountered as an L.A. lady herself who moved to Milan for love 15 years ago. Oh, and maybe she’d sell some vintage (she’s vintage obsessed) on the side. The website launched as La DoubleJ in 2015, and hey, it was good, an authentic translation of Martin’s inherently sunny aspect. Then in 2016, as an experiment, Martin launched a small capsule of four products: two lengths of dresses, a shirt, and a skirt in the kind of vibrantly sunny signora prints she adores. These sold. Digi-tycoon Ruth Chapman of MatchesFashion.com gave her a pep talk: Why not go all in?