American fashion retailer Express encourages you, in its latest commercial, to “Express. Your Rules” in new arrivals available in sizes 00-18.
The 30-second ad, scored by Ed Sheeran’s 2017 hit single “Shape of You,” is aimed at inspiring women to feel confident regardless of their shape and size and dress as they want, having the courage to own bold colors, opt for an all-white outfit for work, and mix patterns. Several models are seen strutting in the streets or dancing their way through the city as they are donning formal and casual outfits, as well as party pieces, for a girls’ night out.
The Columbus, Ohio-based company, which has increasingly shifted its focus toward being a category leader for women’s and men’s workwear, is now using its store on Madison Avenue in New York as a testing lab for new technology. Phone chargers, digital styling screens that allow shoppers browse curated outfits, lounges, and a dressing room ready for customers with the items they selected online have been set up in the retailer’s shop located in midtown Manhattan. In addition, the place will serve as location for monthly events aimed at inspiring young entrepreneurs.