One might think there isn’t much to celebrate on a dreary weeknight in the Lower East Side. La DoubleJ, however, wholeheartedly begs to differ. Last night the maximalist Milanese brand brought together New York’s fashion industry friends for a Holiday Disco, co-hosted by Brianna Lance, Renata Zandonadi Quaglia, and founder J.J. Martin. The reason for the occasion, you might ask? The party popped up to spread joy, much like the brand itself, best known for its happy fashion and homeware.
“At La DoubleJ, it’s always a joyful moment. My mission is to raise the vibration of as many people as we possibly can,” J.J. Martin told Vogue. “It’s an opportunity to get together, hug people, have fun, dance, shine, sparkle, and enjoy. There’s just so many serious moments in fashion, and I love to have unscripted playful moments.”
Partygoers gathered at Kind Regards, regaled in sequins, vibrant silk prints, and dazzling shiny garb from J.J.’s namesake Italian fashion brand. Amidst the crowd, founder J.J. Martin dazzled in a sequined striped robe, which she resourcefully pinned together on the taxi ride over, creating a spur-of-the-moment dress. After grabbing a welcome Aperol spritz upon arrival, downstairs guests danced to a selection of hits by DJ Isabella Massenet of Les Filles and posed for their professionally shot Photo Booth moment, playfully signed from Milano to Manhattan con amore. Attendees included Olivia Palermo, Rickie de Sole, Natalie Massenet, Erik Torstensson, Brian Atwood, Beth Buccini, Hannah Traore, Rodman Primack and more.
“Milan is pretty serious about their fashion. I think what New Yorkers need is a break from fear and anxiety. So they need more moments to play. That’s what I’m trying to do through clothing: Immediately you feel lighter, happier, have a kick in your step, and you’re ready to come out and dance,” J.J. Martin told Vogue.