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 that 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, 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.”
Shot by Cole Sprouse—Dylan’s twin brother—the campaign highlights Barbara and Dylan’s personal style, while showcasing Express’ 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 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
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
Loose Jeans: Comfortable, relaxed and unbothered for going out or hanging in
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
