NEW YORK — Old Navy is doubling down on celebrity-led marketing for its fall denim business, unveiling a new campaign fronted by Cardi B alongside digital creators and fashion personalities Quenlin Blackwell, Paloma Elsesser, Brooks Nader, Haley Baylee and Wisdom Kaye. The initiative reinforces the retailer’s value positioning by promoting fashion-forward denim at entry prices starting from $22.
The campaign marks the latest installment of Old Navy’s “It’s Old Navy” brand platform, which debuted earlier this summer with Paris Hilton. This time, the retailer pairs a cinematic campaign with a strong product message, highlighting trend-driven silhouettes while emphasizing affordability amid continued consumer demand for value-priced fashion.
Cardi B said the partnership reflected a personal connection to the brand, recalling childhood shopping trips to Old Navy and describing the collaboration as a “full circle moment.” She added that the retailer continues to offer styles that suit different body types without “breaking the bank.”
The campaign arrives as denim remains one of apparel retail’s most competitive categories, with brands increasingly balancing fashion innovation against pricing pressure. Old Navy is positioning its latest collection around both emerging trends and inclusive fits to attract a broad customer base.
“Our priority is creating denim that is high quality and stylish,” said Sarah Holme, Head of Design and Product Development at Old Navy. She said the Fall Denim collection combines trend-led silhouettes with established classics, highlighting the launch of the new Arc fit as a modern interpretation of the growing barrel-leg trend.
The collection introduces the Arc jean, featuring a mid-rise waist and curved-leg silhouette designed for a relaxed, contemporary look. It joins returning styles including the High-Rise Wide Leg, Baggy Barrel, Barrel, and Low-Rise Baggy, reflecting continued consumer interest in volume-driven denim inspired by relaxed and 1990s aesthetics.
According to Old Navy Chief Creative Officer Zac Posen, the campaign celebrates the evolving role of American denim through diverse personalities and silhouettes while reinforcing the message that premium-looking denim should remain accessible at affordable prices.
By combining celebrity influence, creator marketing and trend-focused product innovation, Old Navy is seeking to strengthen its position in the highly competitive denim segment, where retailers are increasingly using value pricing and inclusive design to attract budget-conscious consumers without compromising on style.