Express will introduce Dress to Express, a new brand platform that celebrates confidence and self-expression and nods to the brand’s heritage as a fashion authority.
The platform comes to life with the launch of the spring 2025 campaign, headlined by celebrity couple Barbara Palvin and Dylan Sprouse. Shot in New York City, the campaign captures the energy and inspiration of the city that influenced the collection.
Palvin, the 31-year-old Hungarian model and actress, and Sprouse, the 32-year old actor, have been married since 2023.
Dylan Sprouse in Dress to Express campaign.
Courtesy image
Shot by Cole Sprouse — Dylan’s twin brother — the campaign highlights Palvin and Dylan Sprouse’s personal style, while showcasing Express’ new collection of fashion pieces and wardrobe essentials.
As reported, Express, which came close to being totally liquidated, was rescued out of bankruptcy court last June. A stalking horse bidder, composed of brand management firm WHP Global and three of the retailer’s key landlords — Simon Property Group, Brookfield Properties and Centennial Real Estate — got its offer for the online and store operations of the specialty retailer. According to court papers, the total purchase price was approximately $174 million, consisting of $136 million in cash consideration and $38 million of assumed liabilities.
“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 and creative at Express. “Barbara and Dylan represent that vision, bringing both creativity and authenticity to the launch of our new brand platform.”
Barbara Palvin in Dress to Express campaign.
Courtesy shot
Palvin said, “Being part of this campaign with Express felt natural because it celebrates indivudality 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 added, “I love the versatility of Express. From casual, everyday pieces to formalwear, they make it easy to look and feel good whenever you’re going, and that’s important for me when shopping for clothes, which is why this campaign felt like such a natural fit.”
Dylan Sprouse in Express spring ad.
Courtesy image
Among the women’s looks featured are the new relaxed trouser, the body contour collection of tops, and 50/50 rigid stretch jeans (with a rigid-front and stretch-back design). For men’s, featured looks include the new loose jeans, cropped loose T-shirt and everyday performance collection, which uses technical fabrics for all-day comfort.
The Dress for Express campaign was styled by Max Ortega. The brand plans a New York Fashion Week launch party, integrated media partnerships and creator activations highlighting personal style and self-expression.
From February through April, the campaign will be seen across Express’ channels including site, stores, email, social, paid and streaming video.
Express currently operates more than 400 retail and outlet stores in the U.S. and Puerto Rico, as well as express.com and the Express mobile app.
