Trey Laird Ushers J.McLaughlin Into a Stylish New Chapter

Founded in 1977 by two brothers, Kevin and Jay McLaughlin, timeless lifestyle brand just went through a creative upgrade in partnership with campaign legend Trey Laird that ushers in a new wave for the brand while still remaining true to its core goal of imbuing old-school style with fresh relevance. “It has been a pleasure to work with the wonderful team at J.McLaughlin to help create a new identity and refreshed image for this great American classic.”

“I was inspired how their team has managed to quite successfully evolve their design vocabulary over the past several years while maintaining their classic and spirited DNA. We tried to bring that same philosophy to the task of updating their imagery, graphic identity, brand code system, and tone of voice. It is a family brand that has always had a strong relationship with its clients, often in quite local settings…understanding their lifestyles, needs, love of color, and appreciation of effortless style. The results, created in partnership with photographer Dan Martensen and stylist Clare Richardson, capture this easy relaxed attitude yet elevated sophistication that are the hallmarks of American style at its best,” explained Trey Laird, Founder Team Laird.

With a legacy of style and spirit, and the goal to make customers feel great with an unrelenting focus on quality, merchandise, and high-touch customer service, J.McLaughlin went through a brand reimagination for the first time in forty six years. “We looked to the best when hiring Trey Laird. We’ve always admired Trey’s work, approach, and strong understanding of great American brands. Trey thoughtfully studied J.McLaughlin, extracted what makes us unique, and brought some of the best parts of the brand that already existed to the surface. A reworked logo, a sophisticated update to our signature blue, and refreshed styling, casting, and imagery. We’re incredibly excited about the freshness that he has brought to our branding and fall campaign,” says Kevin McLaughlin, Co-Founder and Chief Creative Officer.


J.McLaughlin’s new campaign was photographed by Dan Martensen, styled by Clare Richardson, and features Arizona Muse, Jacquelyn Jablonski, Shayna McNeill, Alicia Burke, Hamide Onifade, RJ King, and Ben Hill. Creative direction by Team Laird, led by Trey Laird. All pieces from this season’s collection available at all J.McLaughlin locations.

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