Wonderland talks to the creative forces behind TwoJeys’ latest luxury winter getaway trip, hitting the slopes in Méribel, France.
Snowboarding tricks caught mid-air, chess nights in the lush villa, blasting music in the chairlift, a midnight venture into the snow wearing only a bikini, and cigarette break at the peak of the mountain–TwoJeys latest escapade has the feel of you and your friends latest ski trip vision board.
Founded in 2019, the Spanish jewellery brand created by influencers-turned-entrepreneurs Joan Margarit and Biel Juste, quickly became a favourite among rappers, artists, actors, and even athletes. From Dua Lipa to Wiz Khalifa, its online takeover has seamlessly expanded IRL, with international brick-and-mortar destinations in London, Amsterdam, and most recently, Paris.
As a trip throughout America became the key source of inspiration in its inception, TwoJeys has always kept travelling close to its heart. And its latest journey? Hitting the slopes in Méribel, France, accompanied by a heavy-hitting roster of talents including Nina Kraviz, Sasha Calle, Asa Butterfield, Aaron Altaras, Domenico Formichetti, Joel Sánchez, Keegan Palmer, Icykof, Clara Berry, Karl Berglind, Julien Boudet, Kim Turnbull, and others.
“Our community and friends have always been a fundamental pillar of our universe,” the founders tell us, a sentiment echoed by Icykof, the creative multi-hyphenate and longtime friend of the brand. “TwoJeys is cool, man. I’ve met so many interesting people because of them, who all genuinely have such a good vibe,” he recounts. “Whether I’m playing a DJ set with them or chilling around a fireplace planning out a new music video with talented people I’ve just met, I’m always leaving knowing I’ve met the right people at the right time, in the right places.”
Being cool for TwoJeys isn’t PR stunt or a “fake it til you make it” mentality; it’s a genuine yet carefully curated vibe which permeates the brand from its jewellery designs all the way to its carefree and thrilling connections–sprinkled in with a certain je ne sais quoi. “Snowboarding, skateboarding, motorsports… These are culturally embedded in the DNA of TwoJeys from the very first day we started,” Margarit and Juste tell us. “This lifestyle and way of living, where we go barefoot in summer on a hidden Ibiza beach and then enjoy a ski trip with friends in December, reflects who we are.”
Clara Berry, model and internet sensation, took on this campaign for this very reason. “What drew me to Twojeys is their passion for sports and creating a fun, carefree vibe,” she tells Wonderland. Being in the mountains hit particularly home for her, having “been skiing [her] whole life.” First-timers and experienced skiers and snowboarders alike came together for this once-in-a-lifetime experience, which became Twojeys’ founders’ “cherry on top of this dreamlike 2024.”
With its nonchalant mindset turned visual identity, TwoJeys has quickly become a tastemaker talking to those in the know. And those in the know are the ones that TwoJeys wants to align itself with, with this campaign in particular having been shot by French photographer Theo Le Foll, known for his work with Saint Laurent and candid shoots of Aaron Piper and Daniel Caesar, just to name a few.
The campaign has an intimate, best-friend’s-holiday-highlight-reel vibe, carefully curated by Le Foll “to document those fleeting interactions, while maintaining my own process of composition.” To do this, Le Foll chose to shoot analog, which was less of an aesthetic choice, he explains, and more of a way to capture an honest authenticity. “I don’t believe that shooting analog automatically makes a project ‘cool’—not at all. Shooting with an analog camera, using film, brings a unique softness to your decisions. Each frame becomes singular and irreplaceable.”
Perhaps TwoJeys’ it factor lies somewhat in their ability to discard the traditional advertising campaign root in favour of a matchmaking-style, cultural exchange between creatives of all different fields. A tradition that keeps on giving, these getaway trips around the globe have been a highlight of Margarit and Juste’s careers. “That feeling of family that emerges in just a few days when you bring together a group of people with similar cultural interests and passions is truly special,” the two explain. “People come from all over the world and make friends through TwoJeys. They tell us, ‘This isn’t a brand trip, this is a friends’ trip,’ and that is priceless.”
Words — Juliette Eleuterio
