A celebration of iconic style, brand legacy and modern reinvention

Today, Express unveils, “Icons of Style,” a new campaign starring one of the world’s most stylish couples – Brooklyn and Nicola Peltz Beckham.

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Brooklyn & Nicola Peltz Beckham star in the new Express campaign, “Icons of Style.”

In a moment that honors 45 years of heritage while reintroducing the brand with fresh relevance, Express sets the tone for Fall/Holiday 2025 with a campaign that is unapologetically confident, effortlessly modern and unmistakably iconic.

Express chose Brooklyn and Nicola Peltz Beckham for their ability to embody both legacy and reinvention, mirroring the journey of Express itself. Together, they bring a fresh energy to the brand’s signature style, while redefining what it means to dress with confidence today.

“Express is always right for right now, and Brooklyn and Nicola bring the modern energy and style that define the brand,” said Greg Scott, CEO of Express. “They’re confident, effortless and iconic—both together and on their own. With ‘Icons of Style’, we’re reinventing Express for a new generation in a way that feels bold, relevant and true to our heritage.”

SIGNATURE STYLE, REINVENTED

The campaign showcases the dynamic couple in the defining looks of the season—styles that have always made Express iconic, reimagined for today. It positions the brand as the destination for every occasion: work, weekend and celebration.

For women, Express relaunches signature icons with modern updates, including the bestselling Editor Collection’s Statement Suit reinterpreted in luxe burgundy corduroy and the renowned Portofino Shirt refreshed with sheer crepe and utility details. The collection also introduces fashion standouts like the Defining Dress, a fit-and-flare midi in signature leopard, and an expanded sweater assortment in luxe new knits—Ultrasoft, Airy Soft and Silky Soft—across a range of fits and colors.

For men, the spotlight turns to modern essentials, from the Coveted Coat—a relaxed yet refined plaid topcoat—to the Favorite Cardigan, where quiet-luxe texture meets classic cool. Core staples like the Must-Have Merino sweater transition effortlessly from work to weekend, and the brand’s bestselling washable Modern Tech Suit and Everyday Chino return in new seasonal colors.

BROOKLYN & NICOLA’S TAKE

“When I think of iconic style, it’s not just about the clothes, it’s about the way they make you feel. For me, fashion has always been a form of self-expression. That’s why I connected with the brand and the campaign, because when clothes make you feel confident, that’s always the best look,” said Nicola Peltz Beckham. “The moment I put on the faux leather pants at the campaign shoot, I knew this would be the perfect collaboration.”

“Great style should feel effortless. Express clothes are sharp, modern and easy to wear—and that’s what drew me to this collaboration,” said Brooklyn Peltz Beckham. “I would describe my style as modern so I really gravitated towards the black and white plaid topcoat. It’s current and cool yet still classic.”

THE CAMPAIGN

Shot by the Morelli Brothers at Milk Studios in Los Angeles, the campaign will come to life through integrated marketing efforts including an activation at Vogue World, social media, digital content, in-store merchandising and editorial features. Beginning September 30, the campaign will launch across Express channels including site, stores, email, social, paid and streaming video. For more information, visit express.com/icons.

ABOUT EXPRESS

Express is a multichannel apparel brand dedicated to creating confidence and inspiring self-expression. Since launching in 1980, the brand has embraced a design philosophy rooted in modern, confident and effortless style. Whether dressing for work, every day 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.

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