Old Navy forgets about the Gap and hires Todd Oldham as new creative director.

I haven’t been this excited about a creative director since, well, ever. Consumerist has the NY Times PR release about the Gap’s latest old bold move: the conceding of the struggling Gap hiring of a famous designer to add a little brand caché, Todd Oldham. (And couldn’t the Times come up with a title that had just a little more flare? “Todd Oldham Joins The Navy,” or “Old Navy–A Todd Oldham Reimagining!” He’s talented and all–the way he comforted the losing designers who were perpetually in tears was inspiring after all–but is this really the move to make when there’s a weaker link in the chain? Put money into your product to update it, I appreciate the thinking. Fix the Gap first though–Old Navy can wait. New brown and light blue color palette plus $10 added to the cost of a t-shirt. Wow. Can’t wait for that.

Tags: Old Navy, The Gap, Todd Oldham