Express decided to do things differently for their Spring/Summer 2011 show. Hitting the streets of Manhattan’s Flat Iron District, the brand turned the corner of Broadway and 23rd Street into a public fashion show, inviting everyone to watch. As curiosity built up, a crowd of tourists, teens, and even nearby food vendors started to gather along the catwalk. By the the time the first model stomped the runway, we had ourselves a full-on outdoor fashion show–eclectic crowd and all.
Putting aside the fact that it was colder than it has been so far this year, the overall energy of the show was positive and lively. The models strutted down the runway in short black mini-dresses, pink printed tops, and leather jackets to an upbeat mix of oldies and top hits. The male models were also looking dapper as they walked out in button down shirts and swanky jackets. As the show went on, the crowd took pictures of models on their cell phones and cheered when the wind lifted up a models skirt, a la Marilyn Monroe. Erin Heatherton closed the show in a black crinoline skirt, white top, and leather jacket.
While we thought the public show was enough of a display, Express took it up a notch by having Greg Kadel simultaneously shoot their spring 2011 marketing campaign imagery and look book. Everywhere you looked, a photographer was positioned, hoping to get the perfect billboard image.