At J. McLaughlin, “There’s a cleansing of the palette,” said Kevin McLaughlin, co-founder of the business with his brother Jay. He’s talking about the vertical brand’s fall 2011 collection, which takes a more modern stand and makes the classic aesthetic less dominant. “For the last number of years, we have existed in a country-club casual, print-driven, colorful look. It’s driven the bus for us. It’s not going away, but for fall, there’s a clearer nod to the contemporary side of things,” McLaughlin said. It’s a collection that’s “more neutral, a bit more urban, and a bit edgier.” Add an element of sex appeal too, with snug ribbed tops, wool pencil skirts, jazzy jacquards, and fake fur skirts and vests. Among the outfits being shown: an Aran stitch handloom turtleneck sweater with a fake fur skirt with a wide suede band and short, school boy stripe skirt with a V-neck ribbed sweater.