Y2K icons Express and Bebe have launched a capsule collection that reimagines signature 2000s silhouettes just in time for spring party season. The collaboration came about through Express CEO Greg Scott, who also served as CEO of Bebe from 2004 to 2009.
Scott saw a “natural opportunity” to bring the worlds of the two brands together, shared Joe Berean, Chief Marketing Officer at Express in an interview with Retail TouchPoints: “Built on a shared point of view around bold, confident style and a mutual interest in reimagining iconic Y2K silhouettes for today, the collection brings the best of that nostalgia into the present day while reflecting how customers want to dress now,” he said. “With early-2000s fashion continuing to resonate across culture, the timing felt especially right for Express and Bebe to come together on a collection that feels both nostalgic and modern.”
Back from the Brink
Both brands have struggled since their heyday in the late ’90s/early 2000’s. Bebe narrowly avoided bankruptcy in 2017 by shutting down its physical stores and becoming an online-only brand at a moment when many mall-based brands were struggling to adapt to the shift online. The brand is now owned by a joint venture between financial services company Hilco Global and asset management firm TPG Angelo Gordon in partnership with brand management firm Bluestar Alliance.
Express held out longer, but eventually filed for bankruptcy in 2024 to facilitate its sale to the Phoenix Retail joint venture, which encompasses brand management firm WHP Global and mall owners Simon Property Group, Brookfield Properties and Centennial Real Estate. Express currently has more than 400 retail and outlet stores across the U.S. and Puerto Rico, in addition to its online presence.
Scott now serves as the CEO of Pheonix Retail, which also operates the Bonobos brand: “Having been part of both brands over my career, it’s incredibly exciting to bring Express and Bebe together in a way that feels both nostalgic and new,” he said in a statement.
Express, Bebe Ride the Mall-Revival Wave
As they are wont to do, the trend tides are turning once again. Not only are Y2K vibes in vogue at the moment, but younger consumers have reignited enthusiasm for the mall, and its mainstay brands.
Image courtesy Express
“This capsule collection reflects Express’ broader strategy of leaning into culturally relevant product storytelling and delivering fashion that feels timely, resonant and connected to how customers want to dress today,” said Berean. “It also creates an opportunity to reach both Express and Bebe audiences through a collection rooted in a trend we know continues to resonate, while offering a fresh point of view for spring occasion dressing.”
The Express x Bebe capsule captures the confident, sexy spirit that made both brands iconic through statement dresses, sleek jumpsuits, flirty minis, dramatic maxis and playful rompers, reviving signature 2000s silhouettes with modernized fits, updated colors and fresh styling details.
“Because both brands share a strong heritage in bold, confident, statement-making style, there was a natural alignment from the start,” said Berean. “The approach was not to blend the brands in a way that diluted either one, but rather to curate a collection that celebrates the DNA of both, bringing together the most recognizable elements of each in a way that feels intentional, elevated and relevant for today’s customer.”
Priced from $108 to $198, the Express x Bebe collection is now available on Express.com and in select Express stores nationwide.
To celebrate the launch and underscore Express’s authority in occasion dressing and suiting, the brand hosted an exclusive event on Tuesday at 1 Hotel South Beach in Miami, Fla. The capsule was showcased alongside Express’s latest spring arrivals for a curated group of VIPs that included Delilah Belle Hamlin and Daphne Groeneveld, all dressed head-to-toe in Express.
