NEW YORK, Oct. 20 — Express takes to the New York City sidewalks Thursday, October 21, 2010 to debut its Spring/Summer 2011 collection in Manhattan’s Flat Iron district. Building upon this excitement, the brand will utilize runway images from the extraordinary event to bring the vibrant New York City energy to consumers nationwide, as the photographs will later serve as the Spring 2011 marketing campaign imagery.
Showcasing the latest trends on the hottest models such as Erin Heatherton, Anne V, Eniko Mihalik, Jessica Hart, Ryan Kennedy and David Agbodji, the fifteen minute runway show will be styled by Samira Nasr and shot by well-known runway photographer Dan Lecca, while famous fashion photographer Greg Kadel simultaneously shoots the campaign. Renowned models will strut the 70 foot long catwalk, showing off the new styles from the iconic brand. These models will also be on hand to celebrate and toast the first ever shoot of this nature, with an exclusive after-party at Don Hill’s in Tribeca featuring a live performance by Taylor Momsen’s band The Pretty Reckless and DJ Prince Peter.
Express looks forward to sharing this unique experience with consumers nationwide in real-time, as fashion media will provide followers with a sneak peek of the next styles to hit store, in addition to the future advertising campaign. Further, consumers are encouraged to post photographs from the event to Facebook; the first 15 people to post images of themselves at the runway show will win a $100 gift-card and two tickets to the exclusive after-party.
Express plans to roll-out this formula next month in Miami, where the brand will again stage a runway show and campaign shoot to capture the next season’s styles and the spirit of Miami.
WHAT: “Rock the Sidewalk” – Express Spring 2011 Runway Show, Campaign Shoot
WHERE: Flatiron, NYC – Broadway at 23rd Street
WHEN: Thursday, October 21, 2010 @ 5:15 PM