The new initiative from Express, featuring a Spring ’25 collection and a campaign shot in New York City, aims to redefine modern style through confidence and self-expression.
Express is launching a new brand platform called Dress to Express, marking a significant shift in its style direction. This initiative serves as a celebration of confidence and self-expression, reflecting the brand’s legacy as a leader in modern, effortless fashion. The Dress to Express campaign is set to debut with the Spring ’25 collection, featuring a marketing push headlined by the prominent couple Barbara Palvin and Dylan Sprouse.
The campaign, which captures the vibrancy and inspiration drawn from New York City, has been shot by Cole Sprouse, who is Dylan’s twin brother. This collaboration aims to encapsulate the essence of the city while showcasing Express’ latest fashion pieces and wardrobe essentials. Joe Berean, senior vice president of marketing and creative at Express, emphasized the importance of this partnership, stating, “As we continue our journey of transformation, we wanted to collaborate with influential voices who truly embody our brand promise of confident self-expression through style.” Berean noted that Palvin and Sprouse’s natural chemistry and creativity align perfectly with the brand’s vision.
In their remarks on the campaign, Barbara Palvin expressed a personal connection to its core values, saying, “Being part of this campaign with Express felt natural because it celebrates individuality and self-expression—values that resonate deeply with us.” She highlighted the collection’s focus on comfort and confidence, stating that these factors significantly influence her everyday style.
Dylan Sprouse echoed this sentiment, noting the versatility of Express apparel. He commented, “I love the versatility of Express. From casual, everyday pieces to formal wear, they make it easy to look and feel good wherever you’re going, and that’s important to me when shopping for clothes, which is why this campaign felt like such a natural fit.”
The Dress to Express initiative introduces a new product strategy that emphasizes modern wear-to-work attire, everyday casual styles, and clothing suited for special occasions. Among the key offerings in the women’s collection are the Relaxed Trouser, designed for seamless transition from work to weekend, and the Body Contour Collection, which includes best-selling tops intended to smooth and sculpt the wearer’s silhouette. Additionally, the 50/50 Rigid Stretch Jeans feature an innovative design that combines rigid-front and stretch-back elements for comfort without compromising authenticity.
For men, the collection includes Loose Jeans, providing a comfortable and relaxed fit for various occasions, and the Cropped Loose Tee, which is characterized by its heavier weight and soft feel. Additionally, the Everyday Performance Collection promises top-of-the-line technology aimed at delivering all-day comfort, whether for work or leisure.
As Express embarks on this new chapter with Dress to Express, the combination of modern style, confidence, and self-expression is set to redefine its fashion narrative, resonating with consumers seeking both authenticity and versatility in their wardrobes.
Source: Noah Wire Services
