In celebration of Old Navy’s 30th anniversary, the fashion brand is leaning into ‘90s nostalgia with a limited-edition collection based on retro designs, a ’90s-inspired marketing campaign and a throwback party in NYC hosted by Chief Creative Director Zac Posen.
“To mark our 30th year, we’re celebrating our heritage while creating new history and reasserting our place in culture,” said Haio Barbeito, CEO of Old Navy in a statement. “It’s such an iconic American brand that it’s hard to find someone who has not bought something from Old Navy. As we head into our next chapter, we’re focused on inviting customers to play with style by delivering amazing experiences and products that meet them where they are.”
The ’94 Reissue limited-edition collection aims to “bring ‘NOWstalgia’ to life,” with modernized takes on retro Old Navy designs. The nostalgic collection revives some of Old Navy’s most iconic pieces from the brand’s golden era, including baby tees, baggy jeans, cargos, matching tracksuits, bucket hats and Performance Fleece. The collection launches today online and in stores.
An accompanying “Once More ’94” campaign will debut across digital media, social, Old Navy brand channels, in stores and on out-of-home placements across New York City. Alongside the campaign, a limited-edition ’90s-inspired “zine” will be available digitally at OldNavy.com and in print in stores, allowing consumers to further experience the throwback collection.
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Finally, Old Navy and fashion magazine The Cut will celebrate the brand’s 30th with a ’90s throwback party during New York Fashion Week, hosted by Posen and The Cut Editor-in-Chief Lindsay Peoples. Held at Webster Hall, the party will showcase the ’94 Reissue collection and feature performances from ’90s favorites Ja Rule, En Vogue and Hanson.
“At Old Navy it’s not just about the fashion, but the joy we experience in it,” said Posen in a statement. “If we look back at the ’90s, it was a moment of moving from possibilities to reality, the juxtaposition of pop culture meeting indie culture meeting hip-hop. It was a time that allowed people to express themselves and their self-identity — and that’s what the team has re-created with the ’94 Reissue collection.”
