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09/09/2022

Express opens pop-ups, goes on TikTok for New York Fashion Week

Dan Berthiaume
Senior Editor, Technology
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express models
Express is celebrating New York Fashion Week (Photo: Business Wire).

Express Inc. is activating brick-and-mortar pop-up shops and TikTok initiatives as part of its New York Fashion Week presence.

The fashion retailer is opening its first-ever “Made to #ExpressYou” Pop-Up Styling Hub in New York City on Friday, Sep. 9, and Saturday, Sep. 10. The pop-up shops, designed as a luxe dressing room, will offer appointments for event attendees with the retailer’s celebrity stylists.

The Express Styling Hub will be open to the public from 9 a.m. to 5 p.m. EST and be available at the following locations:

Friday, Sept. 9 – Flatiron
130 Fifth Ave., New York, between 18th St. & 19th St.

Saturday, Sep. 10 – Meatpacking
446 West 14th St., New York, between Washington St. & 10th Ave.

The company will also debut its TikTok “Walk the Runway” branded effect on Friday, Sep. 9. Running through Monday, Oct. 31, the promotion on the short video social platform will enable users to turn any backdrop into a custom runway.

The branded effect is accessible via a TikCode by opening the “Friends” tab within TikTok, tapping the “Add Friend” button, and selecting the QR code icon to scan the codes in stores, across branded marketing materials, and at the Pop-Up Styling Hub.

In addition, on Saturday, Sep. 17, the company’s Styling Community will host its Fall Style Celebration, an all-day event held in 98 Express stores and via a digital livestream hosted by Tan France. The events will recreate the NYC Styling Hub activation by leveraging TikCodes to bring the branded effect to life as well as exclusive giveaways, offers, and more. Learn more here.

The Express Styling Community is part of The Express Community Commerce program, a component of the company’s drive to deliver a goal of $1 billion in e-commerce demand by 2024. Initially launched as a pilot in July 2021, the program brings together a group of style experts called Express Style Editors, who receive product information and education, personal coaching, and ongoing mentorship.

A dedicated platform enables style editors to style, sell and earn commission on specially designed seasonal collections. Express has also named global fashion influencer Rachel Zoe as the program's Lead Style Editor. In this role, Zoe provide other style editors with tools and information, and will help Express create exclusive curations and design collaborations.

“As we approached the fall season, we wanted to make fashion month accessible to all, and our ‘Made to #ExpressYou’ activations are meant to inspire customers to find and share their style,” said Sara Tervo, Executive Vice President and Chief Marketing Officer at Express. "As a part of our Styling Community, we’re leveraging our Celeb Stylists to help people get dressed with confidence and delivering our innovative TikTok branded effect so users can share with others the trends they are loving this season.”

Express Inc. operates over 550 retail and outlet stores in the United States and Puerto Rico, the express.com online store and the Express mobile app. The company is comprised of the brands Express and UpWest.