As part of the specialty retail apparel chain’s ad campaign shoot, EXPRESS staged its annual Rock the Sidewalk fashion show in New York City’s Time Square early this month, giving spectators a live sneak preview of the brand’s Holiday 2013 collection.
“The Holiday 2013 Collection is really about a lot of sparkle, shine, glamour and obviously New York City,” said EXPRESS President David Kornberg.
Male and female model ambassadors showed off the brand’s latest collection before it will hit the stores in few months’ time. EXPRESS gift cards hidden throughout the venue and other special offers were given away. Refreshments; such as ice cream sandwiches and popsicles, as well as Activate waters and a misting station; were also served as part of the perks.
Fans were also encouraged to take and share pictures of in the city via Twitter and Instagram using the hashtag #EXPCityLife. Curated images where then printed with a special offer on the back and distributed to fans and spectators on the weekend of the runway show. For more details, please check out @ExpressLife on Twitter and ExpressRunway on Instagram.
The runway show was open to public viewing free-of-charge, and was streamed live on five digital billboards in Time Square for everyone’s viewing pleasure. EXPRESS has staged similar events in New York, Las Vegas, Miami, Chicago and Mexico City. Not everyone has the opportunity to see fashion shows up-close and personal; the fashion show has given supporters and style enthusiasts the unique chance to engage with EXPRESS’ latest chic styles and trends.
For more than 30 years, EXPRESS has offered specialty apparel and accessories for fashion-forward men and women, targeting the 20-30 year old demographic. It currently operates more than 600 retail stores, mainly located in busy shopping malls, lifestyle centers and street locations in the United States, Canada, Latin America and the Middle East. The company also features an e-commerce website, EXPRESS.com, where shoppers can shop for EXPRESS merchandise online.