NEW YORK — March 26, 2026
Executive Summary
American Express has announced a new collaboration with STAUD to introduce a limited-edition resortwear collection marking the 60th anniversary of the American Express® Gold Card. The eight-piece collection, which includes select unisex designs, is available starting March 26, 2026, through staud.clothing and in select retail locations. The collaboration brings together STAUD’s modern design approach with travel-inspired themes connected to The Hotel Collection, a curated hotel program available to eligible Gold Card Members through American Express Travel®.
The collection reflects design elements influenced by travel experiences and incorporates motifs inspired by destinations worldwide. Alongside the product launch, American Express Gold Card Members can access a limited-time Amex Offer®, providing a $90 statement credit upon meeting qualifying spending requirements. The initiative forms part of a broader yearlong celebration of the Gold Card, with additional experiences and offerings expected to be introduced throughout 2026.
Announcement Overview
American Express (NYSE: AXP) has partnered with STAUD, a Los Angeles-based lifestyle fashion brand, to launch a limited-edition apparel and accessories collection commemorating the 60-year milestone of the American Express Gold Card. The collaboration introduces a curated set of eight pieces, combining resortwear aesthetics with themes inspired by modern travel and experiential living.
The collection is available both online and in-store, offering accessibility to consumers across multiple purchasing channels. The designs draw from The Hotel Collection, a program accessible to eligible Gold Card Members that provides benefits at more than 1,300 curated hotel properties worldwide when booking through American Express Travel®.
The collaboration integrates design elements reflecting travel experiences, including custom patchwork and motifs inspired by global destinations. The initiative also aligns with American Express’ broader efforts to highlight the evolving lifestyle associated with the Gold Card, particularly among consumers who value travel, dining, and experiential purchases.
This announcement marks the beginning of a broader anniversary campaign centered on the Gold Card, with additional programs, benefits, and experiences expected to be introduced throughout the year.
Key Announcement Details
Launch and Announcement Information
- Announcement Type: Limited-edition fashion and lifestyle collaboration
- Announcement Title: American Express and STAUD Launch Limited-Edition Collection to Celebrate 60 Years of the Gold Card
- Announcement Date: March 26, 2026
- Announcement Location: New York, United States
Companies and Brand Entities
- Primary Company: American Express (NYSE: AXP)
- Partner Brand: STAUD
- American Express Brand Name Referenced: American Express® Gold Card
- Collection Branding: American Express Gold 60th Collection With STAUD
Purpose and Milestone
- Primary Purpose: Celebration of the 60th anniversary of the American Express Gold Card
- Anniversary Milestone: 60 years since Gold Card launch
- Historical Reference Year: 1966 (as reflected in “Member Since ’66”)
Collection Composition and Structure
- Collection Type: Limited-edition resortwear collection
- Total Number of Pieces: Eight-piece collection
- Category Coverage: Apparel and accessories
- Gender Scope: Includes select unisex styles
- Creative Direction: Resortwear inspired by modern travel and lifestyle experiences
Design and Creative Elements
- Design Inspiration Source: Modern travel experiences and Gold Card lifestyle
- Program Inspiration: The Hotel Collection by American Express Travel®
- Design Features: Custom patchwork
- Motif Type: Travel-inspired motifs
- Visual Theme: Keepsakes and memories gathered from global destinations
- Narrative Direction: Translation of travel experiences into wearable designs
Featured and Highlighted Products
- Signature Accessory: Special edition STAUD Timmy Bag
- Signature Apparel Item: “Member Since ’66” Williams T-shirt
- Branding Element: “Member Since” banner reference
- Symbolic Element: Personal history and longevity of Card Membership
Pricing and Commercial Details
- Price Range: $145 to $595 USD
- Pricing Scope: Covers all items within the eight-piece collection
Availability and Distribution
- Availability Start Date: March 26, 2026
- Online Sales Channel: staud.clothing
- Offline Sales Channel: STAUD retail stores
- Geographic Availability: Available through STAUD’s distribution channels (online and in-store)
Card Member Offer Details
- Offer Name: Amex Offer®
- Eligible Participants: American Express Gold Card Members
- Offer Period Start Date: March 26, 2026
- Offer Period End Date: June 30, 2026
- Minimum Spend Requirement: $350 or more
- Reward Type: One-time statement credit
- Reward Value: $90
- Eligible Purchase Locations: STAUD in-store and online
- Enrollment Requirement: Card Members must enroll in the offer
- Terms Condition: Terms apply
Program and Platform Integration
- Integrated Travel Program: The Hotel Collection
- Booking Platform: American Express Travel®
- Hotel Collection Coverage: More than 1,300 curated hotels
- Booking Requirement: Minimum of two consecutive nights
- Benefit Type: Elevated benefits for eligible Card Members
- Regulatory Reference: CA CST#1022318
Campaign and Strategic Timeline
- Campaign Type: Yearlong anniversary celebration
- Campaign Scope: Multiple offerings and experiences throughout 2026
- Future Rollout Areas:
- Dining experiences
- Travel benefits
- Everyday value enhancements
- Strategic Direction: Continued evolution of the Gold Card
Brand Positioning and Alignment
- American Express Positioning: Premium lifestyle and payments brand
- STAUD Positioning: Modern lifestyle fashion brand
- Shared Brand Values: Style, self-expression, meaningful experiences
- Target Audience Profile: New generation of travelers and lifestyle-focused consumers
Executive and Leadership Statements
- American Express Executive: Lisa Kalhans
- Executive Title: Executive Vice President of U.S. Consumer Products
- STAUD Executive: Sarah ‘Staud’ Staudinger
- Executive Title: Co-Founder & Creative Director
Creative Philosophy and Inspiration
- Creative Inspiration Theme: Travel as a source of inspiration
- Philosophical Direction: Experiences as memories rather than physical souvenirs
- Design Translation: Turning travel memories into wearable products
- Symbolism: “Member Since” as a reflection of personal journey and lifestyle
Visual and Campaign Elements
- Campaign Personality Featured: Laura Harrier
- Visual Asset Description: Laura Harrier posing with the American Express Gold 60th Collection With STAUD
- Image Variants Referenced: Original and thumbnail versions of campaign imagery
American Express Corporate Information
- Company Name: American Express
- Stock Ticker: NYSE: AXP
- Founded Year: 1850
- Headquarters: New York, United States
- Industry Role: Global payments and premium lifestyle brand
- Core Capabilities:
- Payments
- Credit products
- Travel services
- Merchant network management
- Customer Segments Served:
- Consumers
- Small and medium-sized businesses
- Large corporations
- Brand Attributes: Trust, security, service, innovation, Membership value
- Global Presence: Operates with a global network of merchants and customers
STAUD Corporate Information
- Company Name: STAUD
- Founded Year: 2015
- Founders: Sarah ‘Staud’ Staudinger and George Augusto
- Headquarters: Los Angeles, United States
- Brand Category: Lifestyle fashion brand
- Core Philosophy: Fashion that is empowering and accessible
- Design Approach: Intersection of timeless classics and modern novelty
- Collection Philosophy: Seasonal narratives aligned with wardrobe aspirations
- Brand Positioning: Focus on originality, joy, and elevated discovery
Collection Details and Design Elements
The American Express Gold 60th Collection With STAUD features a range of eight items, including both apparel and accessories. The collection incorporates travel-inspired themes and visual elements intended to reflect memories and experiences associated with global travel.
Key design features include:
- Custom patchwork designs inspired by international destinations
- Travel-themed motifs representing keepsakes and experiences
- Modern resortwear silhouettes aligned with contemporary fashion trends
- Select unisex styles, expanding accessibility across different audiences
Among the standout items in the collection are:
- A special edition of STAUD’s Timmy Bag, reinterpreted for the collaboration
- The “Member Since ’66” Williams T-shirt, referencing the Gold Card’s original launch year and its recognizable “Member Since” branding
The pricing for items within the collection ranges from $145 to $595 USD, reflecting a range of product categories and design complexity.
Card Member Offer and Promotional Program
In connection with the launch of the collection, American Express has introduced a limited-time promotional offer for eligible Gold Card Members.
From March 26 through June 30, 2026, eligible Card Members who enroll in the Amex Offer® can receive:
- A one-time $90 statement credit
- After spending $350 or more at STAUD
- Applicable to both in-store and online purchases
The offer is designed to provide additional value to Card Members while enabling participation in the anniversary celebration through the purchase of items from the limited-edition collection. Terms and conditions apply to the offer.
Strategic Context: Anniversary Campaign and Lifestyle Positioning
According to American Express, the collaboration with STAUD is part of a broader initiative to commemorate the 60th anniversary of the Gold Card. The partnership reflects the company’s focus on aligning its product offerings with lifestyle-driven experiences, particularly in areas such as travel, dining, and fashion.
The designs in the collection are influenced by The Hotel Collection, which provides eligible Card Members with access to curated hotel experiences when booking through American Express Travel®. This connection highlights the integration of travel-related benefits into the broader positioning of the Gold Card.
American Express stated that the collaboration represents the beginning of a yearlong celebration, with additional offerings expected to include:
- Enhanced dining experiences
- Travel-related benefits and programs
- Everyday value initiatives for Card Members
The company indicated that these initiatives are intended to reflect the continued evolution of the Gold Card while honoring its six-decade history.
Leadership Statements
“STAUD created a fresh, thoughtful interpretation of the Gold Card lifestyle through a collection that feels truly special,” said Lisa Kalhans, Executive Vice President of U.S. Consumer Products at American Express. “Bringing our brands together felt natural, as both connect with a new generation of travelers who value style, self-expression and meaningful experiences.”
“Travel has always been one of my biggest sources of inspiration. I love the idea that the best souvenirs aren’t things, they’re moments — destinations that stay with you, meals that become stories, and the details you collect along the way,” said Sarah ‘Staud’ Staudinger, Co-Founder & Creative Director of STAUD. “This capsule is our way of turning those memories into something you can wear, with ‘Member Since’ as a nod to personal history and a life well lived. Partnering with Amex on a collection rooted in travel felt incredibly natural.”
The Hotel Collection and Travel Integration
The collaboration references The Hotel Collection, a curated program available to eligible American Express Gold Card Members. Through this program, Card Members can access benefits at more than 1,300 hand-picked hotels worldwide when booking two or more consecutive nights through American Express Travel®.
The inclusion of design elements inspired by this program reflects the integration of travel experiences into the thematic direction of the collection. According to the company, the motifs and visual elements are intended to evoke keepsakes and memories gathered during travel.
Eligibility requirements and terms apply to participation in The Hotel Collection program.
Yearlong Celebration of the Gold Card
The launch of the limited-edition collection marks the beginning of a broader yearlong initiative celebrating the 60th anniversary of the American Express Gold Card.
According to American Express, the anniversary campaign will include:
- New product collaborations
- Expanded Card Member experiences
- Additional benefits across travel, dining, and everyday spending categories
The company stated that these initiatives are designed to reflect both the history and ongoing evolution of the Gold Card, which has been associated with travel, lifestyle, and consumer experiences since its introduction.
About American Express
American Express (NYSE: AXP) is a global payments and premium lifestyle brand powered by technology. Founded in 1850 and headquartered in New York, the company provides a range of financial products, services, and experiences designed to support consumers, small and medium-sized businesses, and large corporations.
The company’s offerings include payment solutions, credit products, and travel-related services. American Express operates a global network that connects millions of merchants with Card Members and provides services intended to enhance customer experiences and support business growth.
The brand is built on principles including trust, security, service, and innovation, with a focus on delivering value through differentiated products and customer experiences.
For more information, visit:
americanexpress.com
americanexpress.com/en-us/newsroom/
ir.americanexpress.com
About STAUD
STAUD is a Los Angeles-based lifestyle brand founded in 2015 by Sarah ‘Staud’ Staudinger and George Augusto. The brand was established with the objective of creating fashion that is both empowering and accessible.
STAUD’s design philosophy centers on the intersection of timeless classics and contemporary innovation, offering collections that reflect both originality and modern style preferences. The brand emphasizes design-driven storytelling, with each seasonal collection representing a distinct narrative aligned with evolving fashion trends.
STAUD’s product offerings include apparel and accessories designed for consumers seeking a balance between classic silhouettes and modern aesthetics.
Media Contact
For additional information, visit americanexpress.com.
Source Attribution
Source: Company announcement