Express is getting people hyped for post-pandemic fashion with a new social media campaign. The fashion retailer is calling on TikTok users to submit photos of the outfits they plan on wearing when they “re-enter” their pre-pandemic routines.
Called the #ExpressReentry challenge, the campaign aims to meet customers where they are and bring a sense of excitement back to fashion. With the pandemic winding down in areas of the world with access to vaccines, many are beginning to break free from their quarantine uniforms of tie-dye loungewear and elevated sweats. Global fashion search platform Lyst noted that as early as December of last year, consumers were investing in post-pandemic travel apparel and cheerful pops of color to get them through the remainder of quarantine.
“The #ExpressReentry campaign is a way to connect our brand and our customers through a shared enthusiasm for style as we return to dressing for work, social gatherings and special occasions,” said Sara Tervo, Express executive vice president and chief marketing officer. “TikTok is a cultural beacon and a place of discovery which made it the perfect platform for this idea.”
The social media network known for its bite-sized video content and younger user base has been a central destination for fashion guidance throughout the pandemic. Even those not active on TikTok caught wind of the Gen Z-led viral campaign urging millennials to ditch their skinny jeans for looser fits, triggering a complete overhaul in denim trends.
Express tapped “Queer Eye” star and style aficionado Tan France to lead the campaign and select 20 winners who will each receive an Express gift card at the end of the contest. It’s also working with actress and singer Elizabeth Gillies, television personality and podcast host Tayshia Adams and TikTok creators Rashad Little, Two Trends, Niamh Adkins, Jess Wang, Ellie Zeiler and Devan Anderson to further promote the contest.
To participate, TikTok users can search the custom sound titled #ExpressReentry – Tan France for Express and answer a series of prompts alongside images of their outfits using the hashtags #ExpressReentry and #ExpressContest. The contest runs from May 17-27.