You'll Love La DoubleJ's New Goddess Collection

BY Ayesha Sohail Shehmir Shaikh / Jun 4 2020 / 14:30 PM

Milanese lifestyle brand La DoubleJ’s newest collection pays homage to women around the world

You'll Love La DoubleJ's New Goddess Collection
Candle, plates, glass set, pillow and vase from the Goddess collection by La DoubleJ.

Since its launch in 2015, Milanese online brand La DoubleJ has transformed from a shoppable magazine selling vintage clothing and jewellery, to a full-grown lifestyle label featuring hip fashion complete with archival prints, gorgeous homeware and rare vintage pieces which pay homage to femininity and joy.

Famed for its playful prints and whimsical themes, the brand has recently unveiled the Goddess collection, featuring accessories and homeware with special pieces exclusive to MATCHESFASHION.

The capsule was born out of founder JJ Martin’s personal quest for spiritual development and emotional growth. “I first learned about the goddesses from a female archetype standpoint from my naturopath in Milan who was also a therapist - he was very intuitive and also focused on astrology and emotions,” explains Martin.

“He began talking about the goddess Persephone, who lived in the underworld, and explained how she could to help me understand how negative emotions can be alchemised and to see the extreme benefit, worth and value in going down deep into yourself and finding these dark emotions, getting in touch with them, discovering what they are, sitting down in the cave and talking to them, and then rebirthing yourself afterwards.”

Mesmerised and eager to learn more, Martin discovered Jungian analyst Jean Shinoda Bolen’s book entitled Goddesses in Every Woman. “She talks a lot about masculine and feminine energy which is a really important component of all this transformative work,” says Martin.

“And she also talks about nature being super important to nurture ourselves. From there, I decided that I wanted to create a collection that celebrates every woman’s inner goddess - the good, the bad and the brilliant!”

The collection, which reimagines Greek goddesses, comprises flower vases, plates, candles, pillows and more. Martin’s love for Italy and her roots in California are at the core of all her endeavours.

“California informs the sunny optimism I bring to DoubleJ; it’s in the toe-tapping prints, the lush swirls of joyful colour and in the health and wellbeing angle that I bring to the company and this collection in particular,” she says. “Italy is always the deep anchor in great design and exceptional quality.” Every piece is produced in Italy.

Exclusive to MATCHESFASHION, the collection includes ‘Big Mama Tote Bags’ named after ancient Greek goddesses Athena and Persephone. “[These are] two of my favourite pieces in this collection,” admits Martin.

“I just love the idea of a bag - something which everyone owns, holding all your stuff, keeping you moving as you navigate your day and all the while, covered in these amazing energy-boosting, vibration-raising goddess prints!”

Also exclusive to MATCHESFASHION is a set of candles, individually scented with patchouli, frankincense, ylang ylang and rose.

“Not only do they look and smell absolutely incredible, but they really fill the room with a palpable sense of undefeatable, amazing positive female energy.”

Each piece is adorned with vintage-style, wild patterns and vibrant colours, designed to exude positive energy and bring joy. “I am a life-long self-confessed maximalist at heart and there is nothing that gives me an energetic vibration like a super colourful print,” smiles Martin.

“A colourful print in an inspiring colour combination lifts your mood, your state of mind, brings joy to yourself and those around you.” After all, there’s a reason the Milan-based icon earned the title ‘queen of prints.'

Images courtesy of La DoubleJ and MATCHESFASHION

From the Summer 2020 issue of Harper's BAZAAR Interiors