Express Unites Fashion Lovers Worldwide with New Campaign

What does fashion plus Y2K aesthetics plus music equal? 

For Express, it’s the reveal of its ‘Too Easy To Look This Good’ Campaign.

Celebrating the launch of its Fall 2026 collection, the fashion brand’s campaign centralises around the 30-second hero video and is accompanied with visual stills demonstrating the new style book.

The campaign will be distributed to streaming video, digital, social, print, in-store and online channels. The campaign is designed to build on the retailer’s ‘Dress to Express’ branding platform, launched in February 2025, which positions confidence and self-expression as the focal point of Express’ marketing.

Tinashe and Tee Higgins leads the way in campaign video

Starring multi-sensational star Tinashe, the hero video is set in Beverly Hills and features Tinashe trying on several different outfits before making her way to the dance floor. Set at the renowned John Lautner-designed Goldstein House, the campaign explores the link between fashion and confidence.

Tinashe states: “Fashion has always been a huge part of my creative expression and is deeply connected to my music. It was so much fun to explore what happens when style, movement and music come together naturally.” 

Alongside Tinashe, sports star Tee Higgins also features in Express’ hero video to showcase its male collection. Joining her on the dance floor, Tee models various pieces from the new seasonal collection and brings an upbeat energy to the campaign.

Every frame of the video campaign is focused on celebrating the clothing collection in motion. Several cast members are seen dancing, celebrating and living their lives all while bringing the collection to life and reinforcing Express’ belief that confidence begins with personal style and expressive freedom.

Express is reinventing itself with older aesthetics

Many companies have recognised that the Y2K themed marketing is always received well by audiences, and so it makes sense for Express to pay homage to it too.

With the video graphics and some items in the Fall 2026 collection taking on a Y2K rendition, Express is proving that it deserves recognition for its seasonal lookbook and the campaign attached to it.

By combining modernity with retro feelings, Express is able to connect with a wider market segment and appeal to more than one generation of consumers.

Joe Berean, Chief Marketing Officer of Express says: “Y2K, 1990s nostalgia is certainly having a moment and that’s not something that’s lost on us, especially as a brand that really was a big part of that era.”

Founded in 1980 by Limited Brands, Express’ mission isn’t just focused on making great clothes, it focuses on how its consumers feel in the clothes. 

Tinashe and Tee Higgins portraying such confidence in its campaign inspires self-expression through great fashion amongst audiences. Joe adds: “‘Too Easy to Look This Good’ captures Express’ spirit by bringing together fashion, music and movement while showcasing the products that have defined Express for generations, from iconic pants and denim to the going-out styles our customers continue to love.”

While the new collection is bringing new styles into its catalogue, audiences are reassured with the fact that Express’ much loved items will be returning. The brand has bought back its ‘Editor Pant’ after reportedly selling more than 32 million pairs. Express’ decision to do this reinforces its combination of old and current stylings and marketing.