Old Navy: Bodequality

Old Navy, a clothing retailer, launched a campaign in the US to redefine size inclusion, fully integrating the shopping experience by offering all women's styles, in every size, with no price difference.

Challenge

The clothing industry was out of touch

America has a serious shopping problem. While images of slim women have been portrayed most often in the media, the average American woman wears a size 14+ and 78% of women were unable to find their size...