Old Navy pairs Cardi B with an influencer lineup in a bid for wider reach

Old Navy has named Cardi B as the face of its fall denim campaign, the second instalment of the “It’s Old Navy” series that launched with Paris Hilton earlier this summer.

The retailer has also cast models and creators, including Quenlin Blackwell, Paloma Elsesser, Brooks Nader, Haley Baylee and Wisdom Kaye, alongside the musician. The commercial logic is distribution as much as image, with six talents each carrying the campaign to a different audience.

“I grew up shopping at Old Navy,” said Cardi B, who described buying Fourth of July outfits with her mother as a child. “Old Navy is one of those brands that’s been around forever! You can always walk in and find something cute, something for your body type, something that makes you feel good, and doesn’t break the bank!”

Zac Posen, Old Navy’s chief creative officer, framed the campaign around denim as a vehicle for individual expression. “I’ve always admired Cardi B’s honesty and the confidence with which she expresses herself. She makes fashion feel joyful, personal, and entirely her own,” he said. “This campaign celebrates the enduring spirit of American denim with bold silhouettes, bold personalities, unmistakable style, and the belief that everyone deserves great denim at an incredible value.”

A new fit

With the campaign, Old Navy is introducing the Arc, a mid-rise style with a curved leg and ease through the hip and thigh, described by the retailer as a modern take on the barrel silhouette. It joins the High-Rise Wide Leg, the Baggy Barrel and the Low-Rise Baggy in the fall lineup, the last of which draws on nineties styling.

“At Old Navy, we pride ourselves in truly creating something for everyone - in terms of fit, style, wash, and sizes,” said Sarah Holme, head of design and product development. “The Fall Denim collection blends trend-forward silhouettes with timeless classics. Our newest fit, the Arc, brings a modern approach to the barrel style that we think women will love!”