LA DOUBLEJ PRESENTED THE NEW SPRING 2024 COLLECTION WITH A TAKE OVER OF PORTA NUOVA
La DoubleJ is adding some Feria fervor to its most recent pleasure journey for its Spring '24 Collection after Founder, J.J. Martin's exuberant trip to Seville in April. The Milanese brand offers a delectable new assortment of festive Spring designs created, as always, to enhance the style and spirits of the community they outfit using joy and its capacity to uplift, change, and transmute energy frequencies into the stratosphere.
Intricate macrame fabrications and lavish embellishments are used to create best-selling styles in this collection, which also includes a flurry of new joyous spring sets, ruched, royal, and ready-to-rumba dress designs, as well as a maximalist salute to Italy's sun-worshipping fashion.
La DoubleJ's Fashion Week presentation features a complete takeover of Milan's iconic Porta Nuova (New Gate) which is a well-preserved Neoclassic gate built in 1810, today it sits in one of the main business districts of Milan, containing the country's tallest skyscraper: the Unicredit Tower.
La DoubleJ adorned the historic Porta Nuova with a full carousel, custom gigantic curtains and a crew of incredible women from the brand’s global community who all signed up (some flying themselves from their far flung hometowns) to join the live model presentation of the collection. This is a celebration of print, empowerment, play, and the exceptional craft of Italy’s extraordinary artisans.
THE JOY RIDE PRESENTATION
For J.J. and her team of design dreamers, fashion has always served as a liberating expression for women to tap into their inner joy wells. La DoubleJ’s global community is its heart, soul, and perpetual inspiration, so it was the natural choice to have them represent the latest collection for the brand’s first live model presentation.
A global “street casting” saw women from around the world – Mexico City, Canada, and The United States – fly to Milan to join this latest ode to joy and sisterhood. An enormous, working carousel has been constructed in the heart of the city at Porta Nuova for the presentation and will remain all week long as an invitation to the LDJ community and passersby alike to embrace their inner child and indulge in a moment of joy. A “Crazy Carousel Contest” offers LDJers the opportunity to be featured in an upcoming DoubleJ sisterhood story – full details of the contest can be found on their site, here.
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