Millennial supermodels and denim are the new peanut butter and jelly. Guess has Hailey Baldwin, Joe’s Jeans has Bella Hadid and Express has Karlie Kloss. Kloss was just announced as the brand’s ambassador and creative consultant, as well as the leader of the new #ExpressLife campaign.
The #ExpressLife campaign will launch in August 2016 with Kloss modeling the Fall ’16 denim collection and will continue into the year with a group of diverse individuals, from sports figures to actors and entrepreneurs. In Spring 2017, Kloss will debut a collection produced with her creative input.
The Fall ’16 denim campaign is centered around six looks from Kloss’ on-the-go lifestyle. Representing the men’s side is British actor and philanthropist Douglas Booth. The campaign will run in print, on television, in-store and on social media and digital platforms, including interview-like webisodes with Kloss and Booth.
The line includes a philanthropic touch to support Kode with Klossy, Kloss’ coding initiative that works to increase access to coding opportunities for young women. Kloss and the design team created a graphic tee, that reads, “Like A Kloss,” with proceeds benefiting the organization.
David Kornberg, Express CEO and president, said, “This campaign bridges the worlds of fashion, philanthropy and business. Karlie is an influential trailblazer who fits perfectly with our goal to bring the best fashion to our customers, allowing them to express their dynamic, individual styles with confidence.”