Express nods to its Y2K heyday in campaign that unites fashion, music. Chief Marketing Officer Joe Berean discusses a fall effort featuring pop star Tinashe and NFL player Tee Higgins that iterates on the retailer's "Dress to Express" brand platform. Published Aug. 4, 2026 First published on Express on Monday launched its fall campaign, "Too Easy to Look This Good," with a video that features multi-hyphenate musician Tinashe and NFL player Tee Higgins, per details shared with sister publication Marketing Dive. The campaign takes its name from a lyric in the pop star's single, "Too Easy," which also soundtracks the ad. A 30-second hero video features Tinashe DJing a pool party where Higgins is hanging out. The artist leaves the turntables to try on different outfits and hits the dance floor at the iconic John Lautner-designed Goldstein House in Beverly Hills. The video was directed by Colin Tilley, choreographed by JaQuel Knight, produced by London Alley and features dancers Aaliyah Beck, Amara Iromaka, Josie Thompson and Shiori Murayama. "Fashion has always been a huge part of my creative expression and is deeply connected to my music," Tinashe said in a statement. "'Too Easy' is a song about confidence and fully owning who you are. Express also embodies that confident energy, and it was so much fun to explore what happens when style, movement and music come together naturally." The "Too Easy to Look This Good" campaign will span streaming video, digital, social, print, in-store and online channels. The effort builds on the retailer's "Dress to Express" brand platform, which launched in February 2025 and centers confidence and self-expression in the retailer's marketing. "The campaign reflects where we are as a brand, how we're investing in the brand, how we're thinking about our positioning and how to leverage our 'Dress to Express' platform to differentiate ourselves and effectively rebuild the brand's heat," said Chief Marketing Officer Joe Berean. Express has been in a rebuilding phase since filing for Chapter 11 in April 2024. The retailer and its Bonobos subsidiary later that year were bought out of bankruptcy by Phoenix Retail, a joint venture from Simon Property Group, Brookfield Properties, Centennial and brand management firm WHP Global. Berean has been with Express since 2019 and was appointed CMO in March 2026. The new marketing push is in support of a fall collection that offers a modern interpretation of late-1990s and early 2000s style, including a Hyper Stretch Bootcut Jean for women and a new Y2K Wash Jean for men. Express previously teamed with women's retail brand Bebe for a similarly Y2K-themed collection. "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," Berean said of the "Too Easy" campaign. "It's taking the worlds of fashion, music and sports, and bringing them together in a cool, nostalgic way through this music video that's inspired by the 90s and 2000s, the height of the music video era." Meet The Expressionists. To reach both its loyal customer base and a new generation of customers, Express strategized its content and media in tandem. The campaign represents a shift towards more video-focused advertising that shows fashion in motion in social media's preferred format. "It's bringing together the right people and the right talent - the world of fashion meets music meets sports - and then delivering that, through formats and vignettes, with a full-funnel media plan that's grounded in the music video that we made," Berean said. Along with Tinashe, Higgins and the dance crew in the video, the people that will help extend the campaign are The Expressionists, the brand's social-first community that launched in February and is comprised of creators, associates and brand ambassadors. Such creator communities have become de rigueur for retail brands, but few have a name as catchy and descriptive. "The brand has always been about creating confidence in people and inspiring self-expression, and so a natural extension of that is turning to the people that we're creating that confidence in and inspiring them to be expressive in their style and sharing that with the world through the power of our brand and the power of our marketing," Berean said. Previous creator-driven efforts by the brand have featured celebrity couples Brooklyn and Nicola Peltz Beckham and Hart Denton and Elysée Sanvillé, as well as professional soccer player Walker Zimmerman. "We've had everything from nano-creators to mega celebrities representing this idea of sharing their style and translating our brand through their own personal POV, and this [new campaign] is just the perfect next step in that journey," Berean said.

Single retailer lands on 100 "Most Loved Workplaces" Express ranks 54th on roster of 100 such companies across the globe. 16 hours ago June 24, 2026 A suggested look for this year's 250th anniversary Fourth of July celebrations by Express. Image: Courtesy of Express.com Express, a Columbus, Ohio-based retailer catering to young professionals (both men and women) wanting apparel that bridges casual and career wear, is the sole store operator to make the just-released 2026 roster of the "Top 100 Global Most Loved Workplaces" by the Best Practice Institute. A spinoff of Les Wexner's original Limited chain, Express has had its ups and downs, including a Chapter 11 bankruptcy in 2024 that led to its acquisition by a WHP Global-led consortium. Since then, Express has emerged "as a streamlined, digitally amplified retailer," Canvas Business Model reports in its mini-profile of the retailer. "Today it combines roughly 450 stores with a strong e-commerce presence while shifting toward a capital-light model and renewed brand focus." As to why Express landed on the "Most Loved" List, the Best Practice Institute pointed to the brand's "structured, transparent career development and promotion pathways for retail apparel professionals and store managers, backed by formal leadership programs, on-the-job coaching, regular performance checkpoints and internal mobility... As a 'Most Loved Workplace' certified employer, Express combines measurable employee feedback with business-aligned development practices so associates can see clear steps from sales associate to store manager and beyond." Louis Carter, founder and CEO of the Best Practice Institute, says organizations making the roster realize that "competitive pay, flexible work and modern benefits are no longer enough to retain talent... The companies on this list have stopped treating culture as a program and started treating it as an operating system." The latest Best Practice Institute's "Best Loved" roster is based on independent surveys of more than 2.8 million employees across more than 20 industries. Click here to see the full roster. The Shop! Association is a global trade association dedicated to advancing the retail environment and experience industry. Its purpose is to empower members to innovate at retail by connecting them with education, insights, and events that support collaboration and forward-thinking solutions. From ideation through implementation, Shop! engages its diverse membership to co-create innovations that help shape the future of retail worldwide. Central to its mission is fostering an inclusive culture that embraces diverse voices and upholds high standards of ethics and transparency. Since 1956, Shop! has empowered its members to innovate at retail through education, insights and events. Learn more by visiting shopassociation.org. Interested in joining the Shop! Association? Reach out to Dina Meindl, Membership Services, for more information today! [email protected].

Express exposes customer data: A security breach. tech April 16, 2026 tech data breach security retail Fashion retailer Express patched a security flaw that publicly exposed customer's personal and order information, potentially affecting numerous individuals. What happened. Express, a major clothing retailer, experienced a security vulnerability on its website that allowed unauthorized access to customer order details and personal information. TechCrunch discovered the flaw. The vulnerability exposed order confirmation pages, revealing sensitive data to anyone who knew or could guess the order URL. At least a dozen customer orders were publicly accessible through search engine results, indicating a potentially widespread issue. The exposed information included customer names, phone numbers, email addresses, postal, billing, and delivery addresses, order details (including purchased items), and partial payment card information, such as the card type and the last four digits. This level of detail could be used for various malicious activities, including identity theft and phishing scams. The sequential nature of Express order numbers exacerbated the problem. By tweaking the order confirmation webpage address, individuals could cycle through thousands of orders using automated web tools, potentially harvesting a significant amount of customer data. Rey Bango, a security and privacy advocate, stumbled upon the flaw when investigating a fraudulent purchase on a family member's account. Frustrated by the lack of a readily available reporting mechanism, Bango contacted TechCrunch to alert Express to the vulnerability. TechCrunch verified the flaw, confirming the potential for unauthorized access to customer data. After TechCrunch contacted Express, the company addressed the vulnerability on Wednesday, but it remains unclear whether affected customers will be notified about the breach. The lack of proactive communication raises concerns about transparency and customer trust. Why it matters. This security lapse at Express highlights the importance of robust data protection measures for online retailers. Customers trust these companies with their personal and financial information, and breaches like this erode that trust. The incident could lead to reputational damage for Express and potentially expose affected customers to financial and identity theft risks. Data breaches can have far-reaching consequences, impacting not only the individuals directly affected but also the overall confidence in online commerce. The fact that the security vulnerability was discovered by a third party rather than internal security audits raises questions about Express's security protocols and incident response preparedness. The company's reluctance to confirm whether customers will be notified further exacerbates concerns about its commitment to transparency and accountability. Mandatory data breach notification laws exist in many jurisdictions to ensure that affected individuals are promptly informed and can take steps to protect themselves. It's important to note that the incident may have legal ramifications if Express doesn't comply with the relevant state laws regarding data breach notifications. What comes next. It remains uncertain whether Express will proactively notify affected customers about the data exposure. Legal and regulatory scrutiny may increase, particularly if a significant number of customers were impacted. The incident could prompt calls for stricter data security regulations for online retailers, holding them more accountable for protecting customer data and implementing robust security measures. Looking ahead, Express will likely face pressure to enhance its security practices, including implementing more rigorous security testing, improving internal reporting mechanisms for vulnerabilities, and ensuring timely patching of security flaws. The company may also need to invest in customer support resources to address potential inquiries and concerns arising from the breach. The long-term impact on Express's brand reputation will depend on how it handles the situation moving forward and whether it demonstrates a clear commitment to safeguarding customer data. The details about the number of impacted customers are still emerging. Related topics on gab.ae: ai Faq. What type of customer data was exposed in the Express breach? How was the Express security vulnerability discovered? Will Express notify affected customers about the data breach?