Express Enters a Bold New Era with ‘Dress to Express’ Brand Platform
Express is ushering in a transformative new era of style with the launch of its latest brand platform, Dress to Express. This fresh initiative marks a significant milestone for the brand, encapsulating its vision of confidence, self-expression, and modern fashion sensibility. More than just a campaign slogan, Dress to Express is a powerful three-word anthem that celebrates individuality and personal style while reinforcing Express’s heritage as a leading fashion authority. Rooted in confident, modern, and effortless style, the brand’s new direction reflects its commitment to inspiring customers to embrace their unique fashion identities.
“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,” said Joe Berean, Senior Vice President of Marketing & Creative at Express.
Spring ’25 Campaign: A Dynamic Collaboration with Barbara Palvin and Dylan Sprouse
To bring Dress to Express to life, Express has unveiled its Spring ’25 campaign, starring the dynamic and Launches stylish couple Barbara Palvin and Dylan Sprouse. Filmed in the heart of New York City, the campaign captures the pulsating energy, creativity, and inspiration that the city exudes—qualities that are deeply embedded in Express’s DNA.
In a unique twist, the campaign was shot by Cole Sprouse, Dylan’s twin brother, adding an extra layer of authenticity and familial connection. This collaboration showcases the effortless chemistry between Barbara and Dylan, illustrating Express’s commitment to genuine, relatable, and confident fashion storytelling.
A Personal Take on Fashion and Self-Expression
Reflecting on their participation in the campaign, Barbara Palvin shared her excitement:
“Being part of this campaign with Express felt natural because it celebrates individuality and self-expression—values that resonate deeply with us. Each piece in this collection is designed with comfort and confidence in mind—two key factors that influence my everyday style.”
Dylan Sprouse echoed similar sentiments, emphasizing Express’s versatility:
“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. That’s important to me when shopping for clothes, which is why this campaign felt like such a natural fit.”
By highlighting the couple’s distinctive personal styles, the campaign reinforces the idea that fashion is a reflection of personality and that confidence comes from wearing clothing that feels authentic and empowering.
The New Direction: A Fresh Product Strategy
As part of the Dress to Express brand platform, Express is launching a revamped product strategy focused on three core style categories: modern wear-to-work, everyday style, and fashion for special moments. This direction aims to provide consumers with high-quality, effortlessly Launches Launches stylish pieces that seamlessly fit into their dynamic lifestyles.
Key Highlights from the Collection:
Women’s Collection:
- New! Relaxed Trouser: The perfect transition piece, offering comfort and style from work to weekend.
- Body Contour Collection: A best-selling range of tops designed to smooth, sculpt, and define the silhouette.
- 50/50 Rigid Stretch Jeans: A unique rigid-front, stretch-back design that combines structure with unparalleled comfort.
Men’s Collection:
- New! Loose Jeans: Designed for comfort and ease, Launches whether for a night out or a laid-back day in.
- New! Cropped Loose Tee: A relaxed and undeniably cool addition to any wardrobe, featuring a heavier weight and ultra-soft feel.
- Everyday Performance Collection: Engineered for all-day comfort, whether on the job or on the go.
Each piece in the collection has been carefully curated to offer both Launches versatility and a modern aesthetic, ensuring customers can effortlessly express themselves through their wardrobe choices.
Elevating the Brand Experience with Fashion and Culture
The Dress to Express campaign is more than just a traditional product launch—it’s a cultural movement designed to resonate across multiple touchpoints. Styled by renowned fashion expert Max Ortega, the campaign is set to make waves in both digital and physical spaces. Express will Launches amplify the launch through a series of high-impact marketing activations, ensuring maximum reach and engagement.
Key Marketing Moments:
- New York Fashion Week Campaign Launch Party: A star-studded event celebrating the brand’s new vision, featuring top influencers, fashion icons, and media personalities.
- Integrated Media Partnerships: Collaborations with leading fashion, lifestyle, and entertainment platforms to amplify the campaign’s reach.
- Creator Activations: A series of influencer-driven initiatives showcasing personal Launches style and self-expression through Express’s latest collection.
Starting in February 2025 and running through April, the campaign will be extensively showcased across Express’s various platforms, including:
- Express’s official website
- Retail stores and outlet locations
- Email marketing campaigns
- Social media channels
- Paid and streaming video advertisements
These efforts ensure that Dress to Express reaches a wide and diverse audience, reinforcing Express’s reputation as a go-to brand for confident and stylish individuals.
About Express: A Legacy of Fashion Innovation
Since its founding in 1980, Express has been a staple in the American fashion industry, evolving with trends while staying true to its core values of confidence, self-expression, and accessibility. The brand has always prioritized providing fashion-forward, high-quality pieces for a broad audience, whether dressing for work, casual outings, or special occasions.
Today, Express operates over 400 retail and outlet stores across the United States and Puerto Rico. In addition to its physical presence, the brand has a robust digital footprint, with a thriving e-commerce platform at express.com and an intuitive mobile app that enhances the shopping experience.
The Future of Express: A Commitment to Innovation and Style
With the launch of Dress to Express, Express is setting the stage for a bold new era—one that celebrates individuality, embraces creativity, and empowers customers to define their own personal Launches style. The campaign is not just about clothing; it’s about fostering a community of confident, style-conscious individuals who see fashion as a means of self-expression.
As the brand continues to evolve, customers can expect more innovation, more inclusivity, and more opportunities to embrace their unique fashion identity. Whether through new product lines, high-impact collaborations, or immersive brand experiences, Express is poised to remain at the forefront of modern fashion.
For more details about the campaign, the latest collections, and upcoming events, visit express.com/barbara-palvin.
The Dress to Express platform is more than just a marketing campaign—it’s a testament to the power of fashion in shaping identity, confidence, and creativity. As Express moves forward, one thing is clear: the brand’s future is as bold, vibrant, and expressive as the individuals who wear it.
