Express Names Brooklyn and Nicola Peltz Beckham Icons of Style for Fall Holiday 2025

Express has officially launched its highly anticipated Fall/Holiday 2025 campaign, titled "Icons of Style," featuring the prominent celebrity duo, Brooklyn and Nicola Peltz Beckham. This significant unveiling on Tuesday marks a pivotal moment for the brand, leveraging the couple's modern appeal to redefine its image for the upcoming season.

The "Icons of Style" campaign, masterfully captured by the renowned Morelli Brothers at Milk Studios in Los Angeles, aims to solidify Express's position as a versatile fashion destination for every facet of life. Whether dressing for professional commitments, relaxed weekend outings, or celebratory events, the campaign showcases how Express seamlessly fits into diverse wardrobes. It expertly highlights both updated versions of the brand's beloved signature pieces and exciting new seasonal additions designed to captivate contemporary consumers.

For women, the Fall/Holiday 2025 collection reintroduces iconic styles with a fresh twist. Standouts include the Editor Collection’s Statement Suit, now reimagined in a luxurious burgundy corduroy, and the perennially popular Portofino Shirt, updated in a sophisticated sheer crepe fabric. Complementing these refreshed classics are new arrivals such as the striking leopard-print Defining Dress and a significantly expanded assortment of cozy yet chic sweaters, catering to both elegance and comfort.

The men's collection emphasizes modern essentials tailored for today's discerning gentleman. Key pieces featured in the campaign include the stylish Coveted Coat in a sharp plaid pattern and the versatile Favorite Cardigan. Express also continues to offer its reliable staples like the washable Modern Tech Suit and the Everyday Chino, both presented in an array of new, seasonally appropriate colors, ensuring both practicality and contemporary style.

Express’s decision to tap Brooklyn and Nicola Peltz Beckham as the faces of this campaign was a strategic one, rooted in their unique ability to embody both a sense of enduring legacy and dynamic reinvention. Greg Scott, CEO of Express, articulated this choice, stating, "Express is always right for right now, and Brooklyn and Nicola bring the modern energy and style that define the brand." He further emphasized their collective and individual appeal, describing them as "confident, effortless and iconic," underscoring the brand's ambition to reinvent Express for a new generation while remaining authentic to its rich heritage.

The "Icons of Style" campaign is set to achieve widespread visibility through a comprehensive integrated marketing strategy. This includes a high-profile activation at Vogue World, extensive social media engagement, dynamic digital content, strategic in-store merchandising, and features in key editorial publications. The campaign will be broadly launched across all Express channels, encompassing its official website, physical stores, email marketing, various social media platforms, paid advertising initiatives, and streaming video content, ensuring maximum reach and impact.

Nicola Peltz Beckham shared her personal connection to the campaign and brand philosophy, highlighting the emotional aspect of fashion. "When I think of iconic style, it’s not just about the clothes, it’s about the way they make you feel. For me, fashion has always been a form of self-expression," she explained. She added, "That’s why I connected with the brand and the campaign, because when clothes make you feel confident, that’s always the best look." Nicola also fondly recalled a specific moment during the shoot, stating, "The moment I put on the faux leather pants at the campaign shoot, I knew this would be the perfect collaboration," underscoring her genuine enthusiasm for Express’s offerings.