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Case Study: Express

branche: Fashion

Marketing the Rainbow

Article last updated dec 2, 2020

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The beginning

Like many fashion brands, Express launched a Pride collection for the occasion of the annual Pride Month (June). They were quite late to the game though, with their first collection seeing the light in 2019: "Love Unites". For this project, they partnered with Out Magazine and GLAAD. The Love Unites collection consisted of 35 all gender pieces "celebrating acceptance and unity". For every Love Unites item purchased, Express donated 25% of the net income to GLAAD to accelerate acceptance for the LGBT+ community. In the clip you see the editors of Out Magazine, Phillip Picardi, Raquel Willis and Coco Romack, who work every day "to inspire and uplift the voices of the LGBTQ+ community".


Express is a "fashion-forward apparel brand whose purpose is to create confidence and inspire self-expression. At Express, we believe that everyone should dream big and dress accordingly."

Headquartered in Columbus, Ohio with a design studio in New York City and stores across the USA.

In 2020, Express established the Dream Big Project — an ongoing fundraising initiative created to champion organizations that stand for love, equality and unity and empower people to believe in themselves and follow their dreams. Their project supports The Feeding America network, the NAACP and GLAAD.