Dylan Sprouse and Barbara Palvin really are the definition of “couple goals.” So who better to star in Express‘ new “Dress for Express” Spring 2025 campaign that marks a new chapter for the brand, celebrating confident self-expression through fashion?
All the more reason to celebrate is the fact that Sprouse’s twin, Cole, shot the campaign visuals. Clearly, an eye for style runs in the family, and Palvin, 31, was quick to praise her brother-in-law’s abilities behind the camera. “He made me feel comfortable!” she gushed. Dylan, 32, also gave his sibling a super-sweet shoutout.
“[My] wife and my brother… are much more steeped in this craft than I am,” he said in an exclusive interview with Us Weekly. “I like to think that I provide a good amount of levity on set. You know, make silly jokes.” Palvin immediately quipped: “The jester.”
There is a similar light-heartedness in the latest looks from Express, which coincides with an exciting brand platform launch on Express.com, which includes edits personally curated with Sprouse and Palvin’s favorite picks (available to shop online now).
Dylan Sprouse Supports Barbara Palvin at Victoria’s Secret Fashion Show
The Spring 2025 campaign highlights the power couple’s personal style, while showcasing a well-rounded offer with of-the-moment fashion pieces and timeless wardrobe staples. Indeed, there’s something for everyone — just take it from Sprouse, who said, “What I really loved about not only shooting the campaign with my loved ones but also was the choice of clothing.”
He continued: “While we were going through the wardrobe choices with the stylist [Max Ortega] for the shoot, there wasn’t anything that I was looking at on the shelves that didn’t hit that sweet spot for me.”
With “Dress to Express,” the legendary mall brand is coming back in a big way with a new product strategy that delivers highly wearable, supremely comfortable styles for the office, on date night, off-duty and beyond. It’s never been easier to express yourself, as the campaign slogan goes, in clothes inspired by the moment or your mood.
“Expressing your individuality through what you wear is the core of expression in a city like New York, where you might have a fleeting moment with someone,” Sprouse explained. “They say, ‘Don’t judge a book by its cover,’ but sometimes you only have a moment.” He added: “It’s a good hallmark for style and taste.”
For a closer look at what It couples, like Sprouse and Palvin, consider good taste, look no further than the new Spring 2025 collection from Express, as seen in highlights from the campaign below:
Well Suited
Just because the dress code says “jacket required,” that doesn’t have to mean tailoring that’s a bit too buttoned-up. “I’m always looking for a way to dress up and look nice while still feeling practical,” he said. “Being able to walk out and look good but… not stifled in any way.” Take a cue from Sprouse and rest easy in the Tech Suit Pant, which have a slim fit but just enough stretch for day-to-night comfort. Palvin can follow, ahem, suit in the Boyfriend Jacket and lace-trimmed slip dress spun with a satiny feel.
Perfect Pair
“There’s a lot of western-oriented style inside of what I tend to choose,” Sprouse shared, and put jeans at the top of his list. Lucky for him, a highlight of the Spring 2025 collection is a pair of loose denim jeans, which the brand bills as “comfortable, relaxed and unbothered for going out or hanging in.” Palvin doubled down on denim in a western tuxedo that included the new Denim Boyfriend Shirt and straight-leg jeans with a raw hem. Dress them up with heels, like her, or pair them down with clogs, like him.
Better Together
When posed with the question, “What do you feel the most confident wearing,?” Sprouse’s answer came in the form of a jacket with double pockets crafted from rich corduroy. “I’m a textiles guy,” he told Us. Meanwhile, Palvin feels her best in brights. Case in point? A poppy-red cable-knit cardigan sweater that, similar to Sprouse’s choice of topper, has an ultra-cozy textured finish.
Loving Comfort
Sprouse and Palvin may live a luxurious life, but they also live for comfort. “I love the comfortable, elegant pants that they have in this collection. That’s mostly what I wear with that tight shirt,” she added, referencing the Body Contour Stretch Cotton Crop Tee. Her partner also gravitates towards relaxed pieces. “Those usually tend to accomplish my goal of feeling like I have full mobility,” he said. While the couple is based in New York City, Sprouse, who was raised in Long Beach, was quick to remind Us: “I’m still Californian!” Indeed, he looked right at home in a lightweight canvas bomber jacket layered with a casual crewneck sweatshirt.
The “Dress for Express” Spring 2025 collection is available to shop at Express.com now.
With reporting by Kat Pettibone.
