If you have a second to look up from your bullpens, all you investment bankers, today is the time to do it. Express, which is celebrating it’s 30th anniversary, will be walking some of the industry’s best and most beautiful models down New York’s famous, or rather infamous, Wall Street. So step away from your blackberries, Wall Street is becoming a runway.
To begin the brand’s Financial District-themed day, at 9:30 a.m. Express models will be ringing the opening bell at the New York Stock Exchange.
Then, at 12:30, a runway show will take place somewhere on Wall Street, featuring models such as Alek Wek, Izabel Goulart, and Flavia de Oliveira. Other Express models will stick around the area following the runway show to give out thousands of Express gift cards to the public.
Express and Merrill Lynch? Not exactly an obvious match made in heaven. We’re all for creative ways for brands to get themselves out there, especially when it involves some sort of gorilla advertising like an impromptu runway show does. But just because there’s a store in the area does not mean it’s the right location to host your 30th anniversary. Would Express really say that their target consumer spends their day on Wall Street?
We extend our congratulations to Express for it’s 30th year, and thank them for the wardrobe staple white tees they provide us with. But FiDi? Really?
[via The Cut]