As the crisp air of autumn settles across the Hudson Valley, American sportswear icon J.McLaughlin ushered in the season with an event that transcended the traditional fashion launch. On a golden October evening, the brand gathered tastemakers, creatives, and local luminaries at Roseview Farms in Millbrook, New York—a bucolic setting that mirrors the heritage and sophistication at the heart of J.McLaughlin’s latest Fall Edit. This was more than a collection reveal; it was a celebration of storytelling, community, and the enduring allure of classic style.
A Fall Edit Rooted in Heritage and Modernity
J.McLaughlin’s reputation for impeccably tailored sportswear and signature prints is well-established, but the Fall Edit for this year signals a renewed commitment to both innovation and tradition. The collection is a masterclass in balancing wardrobe icons—pieces that are instantly recognizable and enduring—with the tactile pleasures of richer textures, layered warmth, and sophisticated details. Think elevated outerwear, luxurious knitwear, and statement accessories, all rendered in the brand’s heritage patterns and constructed with uncompromising quality.
These are garments designed to be lived in, not simply admired: coats that wrap you in comfort and polish, knits that evoke fireside ease, accessories that signal a quietly confident sensibility. J.McLaughlin achieves what so many brands aspire to—delivering modern classics that feel both new and familiar, imbued with the sense of everyday polish that is the brand’s calling card.
Roseview Farms: The Perfect Backdrop for a New Chapter
Why Millbrook? Why Roseview Farms? The answers lie in the brand’s roots and its ongoing quest to foster authentic connections. Following a September campaign set in the urban vibrancy of New York City, J.McLaughlin’s October campaign sought a different energy: the serene, storied landscape of the Hudson Valley. Roseview Farms, with its rolling hills and historic architecture, offered not just a visual feast for the Fall Edit’s campaign imagery, but also an immersive setting for the celebration itself.
Guests were greeted with cocktails in the estate’s sun-dappled courtyard, the gentle whisper of autumn leaves setting the tone for what would become an evening of warmth and conviviality. Later, the historic horse stable—transformed by candlelight, fall florals by Anthony Bellomo of Orangerie Home & Garden, and the elegant tableware of Christopher Spitzmiller—became a stage for intimate connection and creative exchange.
The menu, curated by Eliza Glaister, provided a culinary narrative that was both comforting and elevated, culminating in a custom cake from Elizabeth Mayhew that delighted both the eye and the palate. Every detail, down to the last floral arrangement, reflected the brand’s devotion to experience and authenticity.
Fashion’s New Social Capital: Community and Connection
In an era where fashion often teeters between spectacle and substance, J.McLaughlin’s CEO Greg Unis offers a compelling vision for the future: “Building off our September campaign set in our hometown of New York City, our October campaign photographed at Roseview Farms in Millbrook—and the special evening we hosted there to celebrate it—are proof that local partnerships and thoughtful storytelling can bring timeless style to life in a fresh and inspiring way.”
It’s a philosophy that moves beyond mere aesthetics. J.McLaughlin is investing in community as social capital—recognizing that style resonates most powerfully when it is part of a shared story. By hosting intimate gatherings, partnering with local creatives, and spotlighting regional venues, the brand weaves itself into the fabric of neighborhoods and lives. This approach is not only refreshing, but increasingly essential in a digital-first retail landscape.
Who’s Who: Tastemakers and Friends of the Brand
The guest list for the Roseview Farms celebration reads like a cross-section of the region’s cultural and creative elite, as well as beloved friends of the brand:
- Ashley Whittaker Spence – Renowned for her interior design prowess, bringing her signature classic-meets-modern aesthetic.
- Chris Spitzmiller – Esteemed ceramicist, whose tableware added a bespoke touch to the evening’s ambiance.
- Anthony Bellomo – Floral designer at Orangerie Home & Garden, responsible for the event’s evocative autumnal arrangements.
- Karen and John Klopp, Meghan Klopp, David and Judy Sloane, Antony Todd, Mary Hilliard, Chrissy McCurdy, Nick Olsen, Greg Unis, David Kratz, Lee Anne Henrico – A mix of local tastemakers, business leaders, and creative personalities, each reflecting the brand’s commitment to diverse, engaged communities.
These attendees—documented in evocative photographs by Millbrook’s own Jeff Allen—embodied the warmth, authenticity, and sense of belonging that J.McLaughlin seeks to nurture. For those familiar with the brand, their presence is both a testament to its reach and a celebration of the connections that underpin its success.
Storytelling Through Imagery: Capturing Warmth and Authenticity
Fashion marketing in 2024 is as much about narrative as it is about product. J.McLaughlin’s collaboration with photographer Jeff Allen underscores the brand’s belief in the power of place and people. The campaign and event images offer more than just visual documentation—they are storytelling tools, capturing the interplay of light, texture, and emotion that defines the Fall Edit.
Scenes of candlelit dinner, laughter echoing in converted stables, and autumnal landscapes frame the collection in an environment that feels lived-in and aspirational. This is not a sterile studio shoot; it is a portrait of a lifestyle that is both attainable and elevated, grounded in the rhythms of real life.
Experiential Retail: J.McLaughlin’s Year-Round Engagement
The Roseview Farms event is not an isolated gesture, but part of a larger strategy that defines J.McLaughlin’s approach to retail and branding. Throughout the year, the brand has engaged customers through:
- Summer pop-ups in Southampton – Bringing the collection to the heart of the Hamptons’ social scene.
- Philanthropic partnerships – Notably with the Schwarzman Animal Medical Center in NYC, reinforcing the brand’s commitment to social responsibility.
- Regional celebrations – Like the Millbrook event, fostering deep connections with style-conscious communities.
This multi-pronged engagement reflects a modern understanding of what customers crave: not just clothes, but experiences, stories, and a sense of belonging. J.McLaughlin is positioning itself as more than a purveyor of sportswear—it is becoming a curator of moments and memories, forging relationships that last far beyond the retail transaction.
Legacy, Expansion, and the Future of Modern Classics
Founded in 1977 by brothers Kevin and Jay McLaughlin, the brand’s DNA is rooted in neighborhood-focused boutiques, signature prints, and a welcoming spirit. Today, with nearly 200 locations nationwide and a robust digital flagship, J.McLaughlin’s reach is greater than ever. Yet, as the Roseview Farms celebration demonstrates, its essence remains unchanged: delivering modern classics with heart.
The current Fall Edit is available in stores and online, but its true value lies in the philosophy it represents. In an industry often obsessed with novelty and disruption, J.McLaughlin stands out for its ability to create clothing—and experiences—that are timeless, meaningful, and woven into the lives of its customers.
Conclusion: The Enduring Power of Style with Substance
J.McLaughlin’s Fall celebration at Roseview Farms is a masterclass in how fashion can be both aspirational and accessible, innovative and rooted in tradition. By blending impeccable design, thoughtful storytelling, and genuine community engagement, the brand offers a template for what modern retail can—and should—be. As the leaves continue to turn in the Hudson Valley and beyond, J.McLaughlin reminds us that style, at its best, is about connection: to place, to people, and to the enduring narratives that shape our lives.
