Old Navy is highlighting size inclusivity with the launch of the company’s newest “Bodequality” campaign.
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The fashion company revealed that it would reconstruct its sizes and feature every women’s style in sizes from 0-30 and XS-4X. However, there will be no fluctuation in prices between the sizes, according to CNN.
Old Navy revealed that the launch would happen on August 20.
“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” Old Navy president and CEO Nancy Green said in a statement. “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.”
The chain said it would modify its more than 1,200 stores and online shipping into “fully size-integrated shopping experiences.” There also will be mannequins in sizes four, 12, and 18.
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In addition, there will be a “new toggle feature to select their preferred default model display size.”
Alison Partridge Stickney, Old Navy's head of women’s and maternity merchandising, called the new campaign a “transformative moment for our brand and the fashion industry.”
“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,” Partridge Stickney said in a statement.
Old Navy says it “reinvented its fit process and size standards to create the brand’s most democratic, comfortable, and consistent size run and fit ever.”
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