Old Navy is on a quest to revolutionize shopping for curvy women everywhere, with the launch of its new BODEQUALITY initiative. Committed to a “democracy of style”, the store will no longer have a separate line for plus size clothing but will be selling all styles in a wider size range (00-30) in the same sections, and, most importantly, larger sizes will no longer cost more.
Old Navy was one of the major brands criticised back in 2019 for cost disparity when it came to plus sizes, but now the brand has made changes designed to revamp the shopping experience of people with larger bodies. In an official press statement, Old Navy’s President and CEO Nancy Green said “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.” The initiative extends not only to the clothes but to the shopping experience itself. The clothing chain will now have mannequins of sizes 4, 12 and 18, as well as a new toggle feature that allows shoppers to choose their default model size.
The brand has not taken their revamp lightly; leading up to the initiative they surveyed hundreds of women about body image and even scanned the bodies of 389 women, to create realistic digital avatars with which they could create new designs that cater to all sizes. To top it all off, SNL veteran Aidy Bryant is the face of the BODEQUALITY campaign. Look out for the tv promo spots soon.
Images: Courtesy of Old Navy
Gigi Michie is a graduate of The University of Cambridge with a degree in Classics. She loves books and films from all different cultures; particularly those that focus on the female experience. Follow her on instagram @gigimichie.