A three-month joy injection has landed on Van Baerlestraat. La DoubleJ, a kaleidoscopic celebration of colour, ceramics and kaftans, has opened a vibrant pop-up at PAUW Amsterdam. Expect a curated edit of silk sets, exuberant tableware, spiritual gifts and joyful design – a radiant blend of Italian craftsmanship and Californian spirit.
While Scandinavian minimalism, soft neutrals and quiet luxury continue to shape certain tastes in fashion and interiors, another current is rising – one that feels more eclectic, more personal, freer, and full of expressive energy. Maximalism is on the rise, evolving beyond trend into a way of living. A philosophy that finds its expression in layered aesthetics, and sensorial design.
Founded by former journalist JJ Martin, the brand is less about fashion and more about lifestyle-as-ritual. Her world invites you to go beyond dressing and start decorating your frequency. Think: chakra-tuned palettes, clashing textures, and energy-infused objects. Maximalism with purpose.
Their new Milanese flagship on Via Sant’Andrea 10 is on my travel list. I’ll be getting my first colour fix right here in Amsterdam.
Model wearing La DoubleJ, photography Amina Marazzi Gandolfi.
Discover: La DoubleJ x PAUW – PAUW Curated Space, Van Baerlestraat 70, Amsterdam
Other images taken by author, courtesy of PAUW and La DoubleJ.
