American Express Celebrates 60th Anniversary of Gold Card with Staud Resortwear Capsule

American Express has partnered with Los Angeles-based label Staud to celebrate the 60th anniversary of the Amex Gold Card by launching a limited-edition resortwear capsule collection. This eight-piece collection, which ranges in price from $145 to $595, draws inspiration from travel experiences and features custom patchwork prints and souvenir-style motifs. The collection became available online and in Staud stores starting Thursday, coinciding with a promotional campaign film starring model and actress Laura Harrier.

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Sarah Staudinger, co-founder and creative director of Staud, emphasized that travel has always been a significant source of inspiration for her designs. She stated, “I love the idea that the best souvenirs aren’t things, they’re moments – destinations that stay with you.” The collection aims to encapsulate the essence of an "endless vacation," with pieces designed to be stylish, versatile, and easily packable. Notable items include a reworked version of Staud’s Timmy bag and a graphic “Member Since ’66” T-shirt, celebrating the Gold Card's launch year.

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Lisa Kalhans, executive vice president of U.S. consumer proprietary products at American Express, remarked that the collaboration with Staud reflects the lifestyle of Gold Card members, who value travel, dining, and memorable experiences. She noted, “Staud’s playful and expressive approach to fashion mirrors how our card members experience the world.” The partnership aims to create pieces that resonate with how people navigate their everyday lives, emphasizing the connection between the Gold Card and significant life moments.

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To further engage its cardholders, American Express is offering a promotional statement credit of $90 for Gold Card members who spend $350 or more at Staud between March 26 and June 30. This initiative is designed to enhance the shopping experience for members while celebrating the anniversary of the Gold Card.

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While the collaboration has been positively received, some critics argue that luxury partnerships may alienate average consumers who cannot afford high-priced items. This perspective raises questions about inclusivity in luxury branding and whether such collaborations truly reflect the diverse experiences of all cardholders.

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• “Partnering with Amex felt very natural because the Gold Card is so tied to experiences — travel, dining, discovery and the memories you make through all of it,” — Sarah Staudinger, Co-founder and Creative Director of Staud

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• “I never leave the house without my Amex Gold Card, and Sarah is a good friend, so it feels like such a natural extension of my daily life to be working with Staud and American Express for their 60th anniversary,” — Laura Harrier, Actress and Model

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• “Together, we created something that feels both relevant and true to how people move through their everyday lives.” — Lisa Kalhans, Executive Vice President of U.S. Consumer Proprietary Products, American Express

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This collaboration between American Express and Staud not only marks a significant milestone for the Gold Card but also reflects the evolving intersection of fashion and lifestyle experiences.

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