Brand Activations
Express x bebe
Express | March 2026
A curated capsule collection in partnership with a fellow Y2K legend in going-out attire. It’s early 2000s nostalgia, reinvented for now. Think iconic bandage dresses, sheer lace and more—made to turn heads the moment you step out.
Teasers
Paid Media Ads
Launch
Targeting: Top of Funnel, Awareness
Headline: THIS TUESDAY (!!)
Caption: AN IT GIRL EXCLUSIVE. The icons are back and hotter than ever. Don’t miss this Y2K capsule. (It’s gonna go fast.
Targeting: Top of Funnel, Awareness
Headline: AN IT GIRL EXCLUSIVE
Caption: Two iconic brands unite for a must-have Y2K capsule. Get your hands your fave limited-edition pieces before it’s too late.
Targeting: Top of Funnel, Awareness
Headline: Express x bebe
Caption: Sleek, snatched and sexy—the hottest going-out dresses from the 2000s are back. Brought to you by two Y2K legends.
Targeting: Top of Funnel, Awareness
Headline: EXPRESS x bebe (!!)
Caption: *IT GIRL EXCLUSIVE* Don’t miss the capsule of the century—it’s gonna be iconic.
Targeting: Bottom of Funnel, Retargeting/Prospecting
Headline: Oh, we’re SO back
Caption: Y2K style legends just linked up for the ultimate throwback glow-up. (Limited edition!!)
’90s Style Icons
Express | Spring 2026
A collection and campaign inspired by the ‘90s style icons, JFK Jr. and Carolyn Bessette-Kennedy. It starts with a CTV ad streaming during the new hit show, “Love Story,” (in which I helped concept and write voiceover scripts for) and ends with a JFK Jr. lookalike contest in NYC.
The collection features minimalist classics for her and timeless prep pieces for him, building upon the demand for their aesthetics that has now rapidly grown thanks to the new series. The campaign encompasses trending social videos that I concepted and wrote copy for, as well as paid ads, site content, emails and more speaking to the product with a playful nod towards the couple and show.
CTV Ad for Love Story on Hulu
Site Category Header
Express Pop-Up at Iconic Magazines NYC
November 2025
On November 15, Express took over NYC’s renowned magazine store, Iconic Magazines, with an Icons of Style Pop-Up featuring campaign imagery, free icon energy (aka coffee), paper dolls, OOTDs and more. I drove the creative concept tying together the iconic magazine store and cafe with our Icons of Style campaign featuring Brooklyn and Nicola Peltz Beckham. I also created invites for content creators to join in on the fun.
Icons of Style Pop-Up: We bring the style. You make it iconic.
Express x Payson High School
Spring 2024
In celebration of Footloose’s 40th anniversary, students at Payson High School (where the movie was filmed) successfully campaigned to bring Kevin Bacon back for one last dance before the school got torn down. Express stepped in to help make this their most confident prom ever.
Express x Luxe Fashion Fest
Spring 2024
Express was a proud sponsor of NFL star Marquez Valdes-Scantling’s first-annual VIP fashion runway experience for athletes, creatives and tastemakers, highlighting emerging artists in the creative hub of St Petersburg, FL.
Express Mega Grab Bag
Spring 2024
Express sent (ludicrously capacious) shopping bags to select stores with special mystery offers inside to draw traffic and increase conversion.
