Express

Marketing Genius of Express Bags


Fashion retailer Express have a very, very bon marketing department. For the past few seasons they have been propelling the trend of public fashion shows – in New York, Miami and Las Vegas – and are now taking things a step further.

They are casting you as a model. This coming Saturday (the 23rd of July), Express are inviting anyone who can get to Times Square (NYC) between the hours of 9-6 to walk on their public runway. No height, weight, or any other requirements. Guinness Book of World Records representatives will be there as they attempt to break the world record for most people to walk a catwalk.

Currently, the record is held by Galeries Lafayette, who have had 521 people walk down their runway. I hope some Lela London readers can make it and break the record with them! Express will also be holding an actual runway show at 9pm that same evening to showcase (and simultaneously shoot the lookbook for) their holiday collection. Fun for all!

Helena Christensen Greatest CatwalkThe World’s Greatest Catwalk (literally?) will take place on the pedestrian street in the centre of Copenhagen, Strøget after transformed into one long runway where 220 models will walk 1 mile (1.609 km) and beat the world record for the longest catwalk ever.

Denmark’s own Helena Christensen has been announced as the ‘patroness’ and will open the event/game/show with a speech. Expect over 500 fashion brands and a decent amount of fur. It’ll probably be worth paying attention to for the fact that a) someone is bound to fall, b) someone if bound to protest violently, and c) the runway will be pink.