Express is turning an organic brand connection into a new creative partnership with rising music star Jamie Miller, whose viral dance hit “Babydoll,” social media content and distinctive personal style first caught the brand’s attention.

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As “Babydoll” gained viral momentum, the Express team noticed something familiar: Miller was frequently wearing Express in his videos, naturally incorporating the brand into content connecting with millions of fans. What began as an authentic appreciation for the brand has evolved into a creative partnership rooted in confidence, individuality and self-expression.

To celebrate the connection, Express and Miller created a supercut of his viral videos, highlighting the many moments he organically wore Express. The partnership also includes licensing “Babydoll” and creating original content with other creators—including Ohio State Dance Team student-athletes Emma Hellenkamp, Olivia Taylor, Kara Hurst, Nicole Dias, and Brielle McCoy—bringing together music, movement and fashion.

“I was already obsessed with Jamie’s music and the viral dance behind ‘Babydoll’ when I started noticing something familiar in his videos: pieces from the Express collection,” said Greg Scott, Chief Executive Officer of Express. “Learning that he had been choosing and wearing Express on his own made the connection even more special. The way Jamie makes our clothes entirely his own is exactly what we aspire to as a brand, and we couldn’t be happier to partner with someone who brings such authentic style and energy to everything he does.”

For Miller, whose music has resonated with a growing global audience, the partnership represents a natural extension of his personal relationship with the brand.

“Before anyone knew my name, an Express ’fit gave me instant confidence,” said Jamie Miller. “Fast forward to viral hits and sold-out tours, and that feeling hasn’t changed. The stages just got bigger, and Express has been part of the journey.”

The collaboration marks the beginning of a broader relationship, with additional creative content, cultural activations and special dressing moments planned around Miller’s upcoming appearances and milestones.

Part of the brand’s ongoing Dress to Express platform, which celebrates the personal style of cultural personalities across fashion, entertainment, music and sports, the partnership reflects Express’ commitment to building meaningful relationships with talent who genuinely connect with the brand.

Because the most compelling expression of personal style isn’t created for a campaign. It happens naturally.

About Express

Express is a multichannel apparel brand dedicated to creating confidence and inspiring self-expression. Since 1980, the brand has delivered modern, confident and effortless style through versatile wardrobe essentials designed to help customers look and feel their best. Whether dressing for work, everyday or special occasions, Express empowers customers to express themselves with confidence wherever life takes them.

The Company operates more than 375 retail and outlet stores across the United States and Puerto Rico, as well as Express.com and the Express mobile app.

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