Express Invites You to "Dress to Express" with Launch of New Brand Platform

Barbara Palvin & Dylan Sprouse Join the Fashion Retailer to Champion Confidence and Self-Expression in the Spring ‘25 Campaign

COLUMBUS, Ohio--(BUSINESS WIRE)--Express is entering a new era of style with Dress to Express, a new brand platform that marks a bold new chapter for the brand. Dress to Express is a three word anthem celebrating confidence and self-expression and nods to the brand’s heritage as a fashion authority rooted in confident, modern, effortless style.

The platform comes to life with the launch of the Spring '25 campaign, headlined by power 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.

“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 the United States and Puerto Rico, the express.com online store and the Express mobile app.