When journalist J.J. Martin first came across a horde of treasures by Ugo Correani – costume jewellery created by the all-butforgotten Italian designer – it was more than the rediscovery of an historical legacy. It was the start of something new. She had nursed an obsession with vintage for years, amassing her own impressive collection (and catching the eye of many a street style photographer for it) and had long been encouraged to open up her world online. Her jewellery score was the perfect excuse to finally venture onto the web, and so Ladoublej.com was born.

“I thought to myself, if I do vintage I don’t want to just do jewellery, I want to do clothing as well, and other things. I don’t want it to be a straight, boring e-commerce site,” she explains. Online vintage shopping sites, she says, are depressing: “They are not shot well. It doesn’t excite you to buy anything.”

La Double J. is the antithesis, a site full of colour, pattern, illustrations and interior design that also releases some serious shopping endorphins. J.J. has set her vintage finds alongside current season pieces from Mytheresa.com and Matchesfashion.com, all shot on real women in their homes in Milan. Swedish artist Liselotte Watkins stands in her kitchen feeding her dog in a 1970s Couture Zuerich dress and cap. (You can buy the whole look, but not the dog.) The Tordini sisters, street-stylers themselves, wear Victoria Beckham and 1980s Givenchy. If you aren’t shopping, you’re endlessly scrolling through shots of other people’s homes. (Rossella Jardini smoking in her incredible bathroom, with a velvet pumpkin propped on the bidet, is a treat.) There’s street style, too, shot around the city’s markets or outside pretty doors, with the models’ heads replaced by large illustrated faces.

The site also aims to reveal another side of J.J.’s muchmaligned adopted city with a guide to its sites and “legendary ladies”. “I wanted to highlight all the women and the places around Milan that I love,” says the California native. “It was kind of a two-fold story – to talk about vintage and to talk about Milan. I just feel that Milan has a totally bad rap, and I have really come to love it over the years.”

Text by Naomi Bikis 

Portrait by The Selby