Express introduces Mom’s an Icon, a new Mother’s Day campaign starring model, multi-faceted creative and longtime brand partner Karolína Kurková, alongside her daughter, LunaGrace – marking their first campaign together.
Shot in Miami, the campaign features joyful, everyday moments through a polished lens, with a focus on standout summer dresses and sets – from bold prints to soft pastels – alongside versatile, modern suiting designed for effortless, day-to-night style.
“Karolína has long embodied the confident, iconic style that’s at the heart of Express,” said Joe Berean, Chief Marketing Officer at Express. “Her return to the brand is a full-circle moment and she is a natural fit within our Expressionists community.”
“I would describe my personal style as effortlessly elegant – but never boring,” said Karolína Kurková. “LunaGrace inspires me to have fun with fashion and pushes me to put thought and effort into my style.”
Mom’s an Icon builds on the brand’s Expressionists community, capturing personal style in the moments that matter most. Kurková wears standout pieces including the Signature Stretch V-Neck Blazer Vest and Editor Signature Stretch Mid Rise Bootcut Pant in a new color, Desert Sage. Plus, the Linen-Blend Printed Ruched Midi Sheath Dress and the Satin Sweetheart Basque Waist Fit and Flare Dress dropping in May. LunaGrace wears custom Express designs for a fresh, modern take on mommy-and-me dressing.
The full assortment is available now at Express.com and in stores nationwide. The campaign rolls out today across site, stores, email and social channels.