Celeb Stylist Partnerships

Express

Throughout my time at Express, the goal was always to position the brand as a style authority from top-to-bottom, whether in top-of-funnel marketing, browsing social media or shopping in-store. Partnering with industry stylists was a great opportunity to create exclusive content for brand visibility and building credibility with our audience.

Projects included:

September 2022: NYFW Pop-Up Style Hub w/ Celebrity Stylists
Fall 2022: Rachel Zoe as Lead Style Mentor for Express Store Associates
Holiday 2022: Rachel Zoe’s Black Friday Style Steals (coming soon)
2022-2023 Tan France as Big Brothers Big Sisters of America Lead Stylist (coming soon)

At New York Fashion Week, we partnered with agency partner Shadow to create a pop-up style hub in Soho to surprise and delight passers by. Hosted by TikToker Chris Olsen, the weekend saw brand fans and unsuspecting New Yorkers get a style makeover from celebrity stylists Zerina Akers (stylist to Beyoncé), Allison Bornstein (Katie Holmes/all of Instagram), Sam Spector (NPH, Brendan Fraser, etc.) and Brandon Williams (every athlete ever). We created plenty of social-first content celebrating confidence-building in action.

Oh, and we also designed a VR runway TikTok filter just for the occasion. Casual!

In 2022, Rachel Zoe was announced as the Lead Style Mentor for Express Store Associates. As part of the push to create unique incentives for working at Express, our Stores team came up with the brilliant idea to give Associates special access to one of the most famous stylists in the industry via events, webinars and styling tutorials with Rachel. To celebrate and shout out this unique positioning, we picked a “cast” of 4 associates each month of the fall, and challenged them to style into real customer questions—all supported/judged by the legend herself.

The series was directed, hosted (Maddi & Brian), filmed and edited by my team.

DIRECTED BY CHRIS BORMAN