Express Invites You to "Dress to Express" with Launch of New Brand Platform
Express has launched 'Dress to Express', a new brand platform marking a significant transformation in its marketing strategy. The Spring '25 campaign features power couple Barbara Palvin and Dylan Sprouse, photographed by Cole Sprouse in New York City. The campaign introduces a new product strategy focused on modern wear-to-work, everyday style, and special moments.
Key collection highlights include the Women's Relaxed Trouser, Body Contour Collection, 50/50 Rigid Stretch Jeans, and for men, new Loose Jeans, Cropped Loose Tee, and Everyday Performance Collection. The campaign will be promoted across Express's channels including site, stores, email, social, paid and streaming video from February through April 2025.
Express ha lanciato 'Dress to Express', una nuova piattaforma di brand che segna una trasformazione significativa nella sua strategia di marketing. La campagna Primavera '25 presenta la coppia di potere Barbara Palvin e Dylan Sprouse, fotografata da Cole Sprouse a New York City. La campagna introduce una nuova strategia di prodotto focalizzata sull'abbigliamento moderno da lavoro, stile quotidiano e momenti speciali.
Tra i punti salienti della collezione ci sono i Pantaloni Relaxed da Donna, la Collezione Body Contour, i Jeans Stretch Rigidi 50/50 e, per gli uomini, i nuovi Jeans Loose, la T-shirt Cropped Loose e la Collezione Everyday Performance. La campagna sarà promossa attraverso i canali di Express, inclusi sito, negozi, email, social, video a pagamento e in streaming da febbraio ad aprile 2025.
Express ha lanzado 'Dress to Express', una nueva plataforma de marca que marca una transformación significativa en su estrategia de marketing. La campaña de primavera '25 presenta a la pareja poderosa Barbara Palvin y Dylan Sprouse, fotografiada por Cole Sprouse en la ciudad de Nueva York. La campaña introduce una nueva estrategia de producto centrada en ropa moderna para el trabajo, estilo diario y momentos especiales.
Los aspectos destacados de la colección incluyen los Pantalones Relaxed para Mujeres, la Colección Body Contour, los Jeans Stretch Rígidos 50/50 y, para hombres, los nuevos Jeans Loose, la Camiseta Cropped Loose y la Colección Everyday Performance. La campaña se promoverá en los canales de Express, incluidos el sitio, las tiendas, el correo electrónico, las redes sociales, videos pagados y en streaming desde febrero hasta abril de 2025.
Express가 'Dress to Express'라는 새로운 브랜드 플랫폼을 출시하며 마케팅 전략의 중대한 변화를 알렸습니다. 2025년 봄 캠페인에서는 바바라 팔빈과 딜런 스프라우스라는 파워 커플이 뉴욕에서 콜 스프라우스에 의해 촬영되었습니다. 이 캠페인은 현대적인 직장 복장, 일상 스타일, 특별한 순간에 초점을 맞춘 새로운 제품 전략을 소개합니다.
주요 컬렉션 하이라이트로는 여성용 릴랙스 팬츠, 바디 컨투어 컬렉션, 50/50 리지드 스트레치 진, 남성용 루즈 진, 크롭 루즈 티셔츠, 그리고 Everyday Performance 컬렉션이 있습니다. 이 캠페인은 2025년 2월부터 4월까지 Express의 다양한 채널을 통해 홍보됩니다.
Express a lancé 'Dress to Express', une nouvelle plateforme de marque marquant une transformation significative de sa stratégie marketing. La campagne Printemps '25 met en avant le couple dynamique Barbara Palvin et Dylan Sprouse, photographié par Cole Sprouse à New York. La campagne introduit une nouvelle stratégie de produit axée sur le vêtement moderne de travail, le style quotidien et les moments spéciaux.
Les points forts de la collection incluent le Pantalon Relaxed Femme, la Collection Body Contour, les Jeans Stretch Rigides 50/50 et, pour les hommes, les nouveaux Jeans Loose, le Tee-Cropped Loose, et la Collection Everyday Performance. La campagne sera promue à travers les canaux d'Express, y compris le site, les magasins, les e-mails, les réseaux sociaux, ainsi que les vidéos payantes et en streaming de février à avril 2025.
Express hat 'Dress to Express' eingeführt, eine neue Markenplattform, die eine bedeutende Transformation in seiner Marketingstrategie markiert. Die Frühlingskampagne '25 zeigt das Power-Paar Barbara Palvin und Dylan Sprouse, fotografiert von Cole Sprouse in New York City. Die Kampagne stellt eine neue Produktstrategie vor, die sich auf moderne Arbeitskleidung, Alltagsstil und besondere Momente konzentriert.
Zu den wichtigsten Highlights der Kollektion gehören die Women's Relaxed Trouser, die Body Contour Collection, die 50/50 Rigid Stretch Jeans sowie für Männer die neuen Loose Jeans, das Cropped Loose Tee und die Everyday Performance Collection. Die Kampagne wird von Februar bis April 2025 über die Kanäle von Express beworben, darunter die Website, Geschäfte, E-Mail, soziale Medien sowie bezahlte und Streaming-Videos.
- Launch of new brand platform potentially strengthening market positioning
- Strategic partnership with high-profile celebrities potentially increasing brand visibility
- Introduction of new product lines targeting diverse market segments
- None.
Barbara Palvin & Dylan Sprouse Join the Fashion Retailer to Champion Confidence and Self-Expression in the Spring ‘25 Campaign
Barbara Palvin and Dylan Sprouse star in Express’s new campaign, Dress to Express. (Photo: Business Wire)
The platform comes to life with the launch of the Spring '25 campaign, headlined by power couple Barbara Palvin and Dylan Sprouse. Shot in
“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, SVP of Marketing & Creative at Express. “Barbara and Dylan represent that vision, bringing both creativity and authenticity to the launch of our new brand platform.”
Shot by Cole Sprouse—Dylan’s twin brother—the campaign highlights Barbara and Dylan’s personal style, while showcasing Express’s new collection of fashion pieces and wardrobe essentials. Together, their natural chemistry and confidence perfectly reflect the brand’s commitment to authentic self-expression.
“Being part of this campaign with Express felt natural because it celebrates individuality and self-expression—values that resonate deeply with us,” said Barbara Palvin. “Each piece in this collection is designed with comfort and confidence in mind—two key factors that influence my everyday style.”
Dylan Sprouse added, “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.”
Dress to Express introduces a new product strategy centered around modern wear-to-work, everyday style and special moments. Highlights from the collection include:
-
Women’s
- New! Relaxed Trouser: At ease from work to weekend.
- Body Contour Collection: Best-selling tops that smooth, sculpt and define your silhouette.
- 50/50 Rigid Stretch Jeans: Innovative rigid-front, stretch-back design for the comfiest authentic look out there.
-
Men’s
- New! Loose Jeans: Comfortable, relaxed and unbothered for going out or hanging in.
- New! Cropped Loose Tee: Relaxed and undeniably cool with a heavier weight and supersoft feel.
- Everyday Performance Collection: Top-of-the-line tech for all-day comfort, on the clock or on the go.
The Dress To Express Campaign was styled by Max Ortega. The brand will bring Dress to Express to life through additional marketing moments including a New York Fashion Week campaign launch party, integrated media partnerships and creator activations highlighting personal style and self-expression. Starting February and through April 2025, the campaign will be seen across Express’s channels including site, stores, email, social, paid and streaming video. For more information, visit express.com/barbara-palvin.
About Express
Express is a multichannel apparel brand dedicated to creating confidence and inspiring self-expression. Since its launch in 1980, the brand has embraced a design philosophy rooted in modern, confident and effortless style. Whether dressing for work, everyday or special occasions, Express ensures you look and feel your best, wherever life takes you.
The Company operates over 400 retail and outlet stores in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250207930438/en/
EXPRESS
Rebekah Margulis
SHADOW: RMargulis@weareshadow.com
Lauren Foster
EXPRESS: LFoster@express.com
Source: Express
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