AugurySanta Drops In on Lexington Avenue as J.McLaughlin Kicks Off a Joyful Holiday Fête for Charity
This article was written by the Augury Times
Santa greets shoppers as a holiday party lights up Lexington Avenue
Santa arrived at the J.McLaughlin flagship on Lexington Avenue and the crowd reacted with delighted cheers. The store opened its doors to a warm, bustling room filled with the kind of holiday buzz you only get in the city: hosts greeting guests, music setting a merry tone, and shoppers pausing to sip hot cider between conversations.
The gathering felt like more than a shop opening. It was a spirited start to the season that drew a steady flow of locals and visitors, and it turned the store’s entrance into a stop on many people’s holiday rounds.
Why the Lexington flagship matters to J.McLaughlin right now
J.McLaughlin is known for its clean-cut, classic clothing and a customer base that comes back for fits that feel both familiar and fresh. The Lexington Avenue location is a showcase store: bigger, brighter and set up to host events in a way smaller shops cannot.
For a brand that leans on personal touch and in-person service, a holiday kickoff at a flagship store is tactical. It’s where seasonal styles meet real shoppers, and where holiday energy can turn browsers into buyers. The move also helps J.McLaughlin stand out on a busy retail strip, reminding New Yorkers that the label is part of the city’s seasonal rhythm.
The hosts who kept the party lively
Selby Drummond, Will Kahn and Walker Ward guided the evening. The three took turns greeting guests, introducing the band and helping to steer conversations toward the new collection. Each brings a different kind of pull: Selby with a local social following, Will with lifestyle reach, and Walker adding a fashion-world nod.
The hosts were chosen for their ability to spark casual conversation and draw people who follow them online. That mix of personalities helped keep the event feeling social rather than scripted, and it meant more guests left with a photograph, a signed card or a shopping tip to try later in the season.
Giving back: the tie-up with Monday Night Hospitality
The party had a clear charitable aim. J.McLaughlin pledged a share of the evening’s proceeds and set up an in-store giving station to collect extra donations for Monday Night Hospitality, a group that serves meals and offers resources to people experiencing homelessness in New York.
Representatives from Monday Night Hospitality were on site to explain how funds are used and to thank donors. One organizer said, “Support from events like this lets us feed more people and connect them to services we offer every week.” A J.McLaughlin spokesperson added, “The holidays remind us to act locally—our customers wanted a way to give, and this was a simple, direct option.”
The mix of donations and pledged proceeds meant guests could shop and know their purchases made a modest but tangible impact. For the charity, the festival-like environment also helped raise awareness among a crowd that might not encounter Monday Night Hospitality otherwise.
How the store looked and felt that night
Decor set a cozy, classic tone: soft lights, seasonal garlands and a standout custom toile suit that tied into the brand’s aesthetic. A small band supplied warm, familiar tunes; the music, paired with laughter and clinking cups, made the store feel like a private holiday living room.
Notable moments included a group photo with Santa, a quick toast led by one of the hosts, and shoppers pausing at display tables to admire the new outerwear and knitwear. Guests spoke about the evening as a short, joyful break from the rush of the season—an event that felt intimate but lively.
What shoppers saw on the racks
The event put the brand’s holiday collection front and center: patterned shirting, cozy sweaters and a selection of jackets meant for gifting. Several pieces were styled into outfit suggestions that made it easy for visitors to imagine giving them as presents.
Promotions were straightforward—seasonal bundles and small in-store discounts tied to the fundraising push. The shopping experience was intentionally hands-on: staff offered fit advice and wrapped gifts on the spot so customers could leave ready for the holidays.
How to join in and practical details
The evening’s fundraising continued through the first weeks of the holiday season with an in-store donation option and a portion of certain sales earmarked for Monday Night Hospitality. Shoppers who couldn’t attend were invited to stop by the Lexington Avenue store during business hours or to call the store for more information.
For media or partnership inquiries, J.McLaughlin listed a press contact and noted that the Lexington flagship remains a hub for seasonal programming. The brand encouraged shoppers to drop by for new arrivals and to take part in ongoing holiday activations at the store.
Photo: Anastasia Shuraeva / Pexels
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