This holiday season, Express will unveil “Holiday, Hamlin Style,” a campaign featuring Lisa Rinna, Harry Hamlin, Delilah Belle Hamlin and Delilah’s boyfriend, Mick Maio.
The multigenerational campaign captures the Hamlins celebrating. From decorating the tree and baking cookies to Champagne toasts and Rinna dancing atop the dining table, the family brings their personalities to a series of festive moments, all dressed in Express.
Building on the Dress to Express platform, which celebrates the style of cultural personalities across fashion, entertainment and sports, the campaign embraces individuality and the joy of dressing up, showcasing party wear, modern tailoring, festive knits and elevated holiday essentials.
The Express campaign with Delilah Belle, Lisa Rinna and Harry Hamlin.
Courtesy of Express
“The Hamlins are the perfect family to bring our holiday campaign to life,” said Joe Berean, chief marketing officer at Express. “They’re iconic, entertaining and unapologetically themselves. We wanted to capture that spirit in a way that feels festive, playful and a little unexpected, while celebrating the confidence and individuality at the heart of Dress to Express.
“It’s our first time working with Lisa and Harry. However, we previously worked with Delilah and Mick in the spring of this year, so this was a natural and really organic extension of that relationship. Actually, we had a lot of success with that campaign,” Berean said. That campaign was their number-one socially engaged campaign on their social channels this year. “We had amazing selling, especially with Delilah’s looks that she wore in the campaign,” he said.
Berean said when it came time to think about their holiday campaign, their goal was, “How do we stand out in the market and build on what’s been working for us?”
The Express campaign with Delilah Belle, Harry Hamlin and Lisa Rinna.
Berean said they are taking a “multigenerational” approach to their marketing, with the goal of appealing to their existing customers and also reaching new ones. “And talent like Delilah Belle really are engaged in that way that they can connect with not only our existing customers but new audiences.” As for Rinna, he said people know her not just from reality TV and her showing up at major award shows, but she and Harry have a holiday show in New York, ‘It’s a Wonderful Life.’”
Rinna said, “There’s nothing I love more than getting dressed up, celebrating with family and having a little fun. Doing this with Harry and Delilah was such a blast — and trust me, we know how to make the holidays entertaining.”
“Holiday time with family is my favorite, especially when fashion is involved,” said Delilah Belle Hamlin. “I love that Express has something for every kind of celebration, whether you’re going all out or keeping things cozy. Everyone gets to make the look their own.”
The collection features looks for dressed-up evenings to cozy gatherings at home. Women’s highlights include the signature Editor Suit in new finishes, statement sequin dresses, plush faux-fur outerwear and elevated knits. Men’s highlights include a velvet tuxedo jacket, modern suiting and festive layers.
Shot in Los Angeles by Adam Franzino, the campaign unfolds through a series of playful holiday vignettes, set to modern remixes of Tchaikovsky’s famed “The Nutcracker.” From Rinna’s dance moves to family antics, the campaign comes to life across video, social, digital and Express stores throughout the season.
Lisa Rinna, Harry Hamlin and Delilah Belle in the Express campaign.
Courtesy of Express
Featured styles range from $38 to $298 at express.com and select Express stores nationwide. Express has 381 Express stores, which include 222 retail stores and 159 factory outlets.
Discussing holiday projections, Berean said, “We’re coming off a strong [third quarter], which is not quite wrapped yet, but we’re feeling really optimistic. And then with this really distinctive and standout talent campaign, we really feel like we’re positioned to have a really breakthrough holiday season.”
