A few years ago we saw Gap get a total brand makeover, back in November we got a glimpse of the fashion forward, spring looks Banana Republic has in store for us, but we haven’t really seen all that much from the most affordable brand in the Gap Inc. family. When retail giants like Forever 21, H&M and Zara popping up all over the place, it’s some fierce competition out there when it comes to affordable, trendy clothing, but it looks like Old Navy may be stepping up to the plate in a whole new way with one of our favorite things — design collaborations.
The brand recently announced they’re teaming up with Emily Current and Meritt Elliott, the founders of denim line Current/Elliott. Unlike most partnerships we’ve been seeing lately, Current and Elliott aren’t working with Old Navy on a capsule collection but rather they’ll serve as “Style Ambassadors” for the brand.
What does that entail exactly? They’re set to host videos, style lookbooks and recruit friends like actress Jamie Chung and blogger Jacey Duprie to model the collections. So while they won’t have a direct impact on the designs, we’re expecting to see a major shift in the aesthetic. And perhaps that’s all Old Navy really needs to take their basics beyond.
Another major goal for the new brand ambassadors is to play up Old Navy’s family-friendly aspect of the store. Current and Elliott, who both have kids of their own, told WWD they want to “reinforce the notion that Old Navy is a family brand. We want to make sure people understood it’s a great place to go for one-stop shopping.”
Will this make us rethink our next big shopping trip? Well, we’ll just have to see about that.
Do you shop at Old Navy? What draws you or steers you away from the brand? Share with us in the comments.