Express Reboots with Karlie Kloss Collaboration & Social Media

Back in January it seemed like the Express line of fashion retail stores were struggling and might even go the way of The Limited stores. But this week, Express prepares to re-energize their brand with a new line of 17 styles “designed” by model Karlie Kloss for “real women.”  The line will debut on the Express website, Instagram and Snapchat and fashionistas are invited to follow along with the hashtag..,you guessed it #KarlieforExpress.

Karlie Kloss on the runway in St. Louis in pieces from her new Karlie for Express collection

Ten women walked in the fashion show from a field of entrants who competed in a contest that Express ran.   Entrants were asked to “post a video to Instagram explaining how they embody this spirit of optimism and achievement.”  The 10 winners  in the live runway show streamed from Karlie Kloss’ hometown of St. Louis, Missouri, did a great job and I enjoyed seeing the show.  The apparel is now on sale on Express.com following the show and will arrive in Express stores on March 31, 2017.

The Express “Like a Kloss” T-shirt from a campaign with model Karlie Kloss

With this Karlie Kloss collaboration, fueled by the contest to pick models for the show and social media posts, Express is clearly working to re-energize their brand and their products.  Even though Express closed some stores, as many retails have done, clearly, their is more to come from this fashion retailer.

So how does the Karlie for Express collection look? It’s composed of good looking basics for Spring/Summer like wide leg pants, floral maxi dresses, a lace overlay top and some interesting accessories.   One the runway, Ms. Kloss noted this may be her last foray into fashion design and she may stick with being a model going forward.  She also noted that the collection was a year in the making. Prices range from $19.90 US for a keychain /charm to $168.00 US for a jacket.  It will be interesting to see is Ms. Kloss fronting their collection can help perk up sales at Express.   See some of our curated Karlie Kloss for Express collection picks below.