When there are so many awesome shopping options out there — indie boutiques, designer sample sales, one-of-a-kind vintage treasures — it takes a little more incentive for us to swap our current go-tos for a trip to the mall. However, news of Old Navy’s latest collaboration might be enough to make us get in the car. WWD reports that Old Navy has teamed up with Emily Current and Meritt Elliott, founders of denim line Current/Elliott, in hopes of steering the mass-market retailer in a decidedly cooler direction.
The cult-favorite denim designers will serve as “Style Ambassadors” for the brand, hosting videos, styling lookbooks, and recruiting friends like actress Jamie Chung and blogger Jacey Duprie to model the collections. This isn’t the first time Old Navy has enlisted fashion-industry tastemakers to inject a fresh new life into the stores — but past partnerships with Yahoo Style’s Joe Zee and stylist Brad Goreski didn't make a lasting impact. The difference with Current and Elliott’s strategy, however, is to make Old Navy even more family-friendly by styling and shooting kids as well as their parents. As Elliott explained, “It reinforces 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.”
So, will this convince us to start planning our next trip to the mall? Stay tuned. But, with these new collaborators steering the ship, Old Navy might be coming back as a priority stop during your window-shopping
sessions. (WWD)