Old Navy's 'Bodequality' campaign pushes inclusive range of sizes

Push includes a retail overhaul and ads starring ‘Saturday Night Live’ star Aidy Bryant

Published On
Aug 18, 2021

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Old Navy is making a major commitment to prioritizing realistic beauty standards in the fashion industry by promising to carry all apparel styles in every size ranging from XS to 4X for the same price. The initiative is backed by a marketing campaign from The Martin Agency called “Bodequality” starring “Saturday Night Live” and “Shrill” actress and comedian Aidy Bryant.

The effort launches Friday following two years of preparation and listening to the wants and needs of shoppers of Old Navy, a subsidiary of Gap Inc. The confidence-boosting, inclusive all-around size campaign uses the hashtag #WeDeserveIt. The campaign includes an open letter shared across digital platforms that invites women to what Old Navy is calling “The Fashion Revolution.” The letter assures consumers that the 27-year-old brand has heard their wants and is quite literally making room for it.

The initiative involves reimagining the typical in-store and online shopping experience. Each Old Navy store will eliminate the practice of distinct sections that many stores use to segment those who are petite or plus size. As of Friday, all Old Navy stores will have an “equal experience.” Each store will carry sizes 0-28 that will be displayed on mannequins with a variety of different physiques throughout the store. All apparel will a be featured on the same fixtures. In preparation for the launch, Old Navy conducted in-store training for its sales associates.

Consumers who shop online will be able to shop from sizes 00-30 and utilize the company’s “model toggle,” which gives shoppers the ability to view models in sizes 4, 12 and 18. 

The campaign includes digital buys and out-of-home, including placement on a billboard above the Old Navy store in Times Square. It marks the brand's first major OOH effort since 2014. A 30-second TV spot features Bryant and what Old Navy is calling “hype women''—all in Old Navy denim surrounding Bryant as they dance and twirl, boosting Bryant’s confidence.

“We encourage all women to go out with their friends of all sizes to go out and shop together,” says Old Navy Global Chief Marketing Officer Jamie Gersch. “It’s in our DNA to be inclusive and the most inclusive. We’ve been on our journey since day one to make sure we deliver on this.” 

A TikTok Challenge encourages friends to shop, dance and hype up one another, similar to Aidy and her “hype girls.” Old Navy wants Tik Tok users to mimic popular TikTok personalities Maria Castellanos and Denise Mercedes, who are two friends who differ in size and showcase their sense of style.

 
 

The brand is open to expanding the initiative to include men’s and children’s apparel, but for now is focusing on the women’s effort.

Old Navy is not the first fashion brand to spend big on inclusivity and body positivity messaging. Athleta, also owned by Gap, launched a campaign in March called “All, Powerful” showcasing the variety of sizes their apparel comes in. Teen brand Aerie, considered a pioneer in body positivity advertising, this week launched the latest installment of its “real” campaign with “#AerieREAL Voices.” It includes a diverse cast, including former Olympic gymnast Aly Raisman and TikTok stars.