The company will even launch a brand new commercial starring one of our favorites – Shrill actress Aidy Bryant. Who doesn’t love Aidy? The comedian will appear with a collection of dancers shaking their stuff to Jarina De Marco’s “I Am 100%.”
“As a brand committed to the democracy of style, Old Navy will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity. With this launch, the brand is reimagining the shopping environment in all stores and online to be more size inclusive, giving women everywhere the fashion and experience that they deserve,” says the Gap, Inc. company on its website.
Our fave part is that all sizes will be offered together with no separate plus-size section.
In addition, stores will showcase mannequins in sizes 4, 12 and 18. Employees have also been trained on size-inclusive shopping to ensure all shoppers feel included.
The experience will transcend to the online world, too, with dropdown menus offering a size-inclusive format. Models of all sizes will be shown, and shoppers will be able to select which size model they would like to view.
“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” says Nancy Green, President and CEO of Old Navy. “BODEQUALITY is not a one-time campaign, but a full transformation of our business in service to our customers based on years of working closely with them to research their needs. I’m proud of the collaboration across our Old Navy teams to evolve the retail experience for women.”
Gone are the days when fit is an issue.
As a part of the campaign, the company engaged in extensive research to redefine fit, with the goal of creating consistency across the board. In the process, they studied hundreds of women’s bodies through body scans to reflect real body types. They also conducted fit clinics on a variety of models sizes 20 to 28. And, of course, they interviewed women to dive into body image and fashion woes.
“Developing BODEQUALITY allowed us to rethink the way we serve women in the retail industry,” says Alison Partridge Stickney, Head of Women’s and Maternity Merchandising at Old Navy. “We set out to understand what women of all sizes wanted from fashion and the shopping experience and were inspired to revolutionize every area of our business – from how we fit and design our products, to how we communicate to customers in stores and online – to ensure that all women feel welcome and represented. This launch is a transformative moment for our brand and the fashion industry.”
To find out more about BODEQUALITY, check out www.oldnavy.com/bodequality. You can also follow @oldnavy on Instagram.
Kudos to you, Old Navy!
You have the official Curvicality seal of approval. We adore what you’re doing.