After successful fashion shows in Miami, Las Vegas and New Orleans, took over Times Square in New York City on Saturday, July 23, 2011, by opening the catwalk to the public prior to a live runway show featuring the new Holiday 2011 Collection.
EXPRESS invited fashion aficionados and brand fans to walk the runway in an attempt to break the GUINNESS WORLD RECORDS® title for the most people modeling on a catwalk. An Adjudicator from Guinness World Records was on-site to officiate the event. EXPRESS broke the previous record of 521 participants with an astounding 1,243 people walking the runway.
Before stepping out on the runway, participants received lessons on how to walk the catwalk from renowned lead runway manager, Susan Schroder. Runway participants also received an exclusive EXPRESS “I was a model for a minute” tee, and an EXPRESS-branded photo to upload to their favorite social media site after their catwalk moment.
The fun didn’t stop there: five lucky walkers were rewarded with $250 EXPRESS gift cards and several others received mystery cards with a surprise retail value ($10/$30/$75) that can be unlocked at any EXPRESS store nationwide. Despite the 95 degree heat, the 18 hour EXPRESS catwalk build, and over 1,000 bottles of Fiji water to hydrate the “models,” the new record was effortlessly set at 11:35 AM.
Amanda Mochan, GUINNESS WORLD RECORDS® Adjudicator commented, “On behalf of Guinness World Records, I’m pleased to confirm a new world record for the most people modeling on a catwalk, with 1,243 participants. Congratulations to EXPRESS for setting such a fun and fashionable record!”
Later that evening, EXPRESS hosted a runway show featuring the new Holiday 2011 Collection. EXPRESS will bring the vibrant Times Square energy to customers nationwide, using the photographs for the Holiday 2011 marketing campaign imagery. Top fashion photographers were on-site shooting the runway show, featuring the hottest male and female model talent in fashion, and the entire show was streamed live at express.com.