Old Navy is throwing tradition out the door and launching its spring line via microblogs.
The brand’s Tumblr page features images and videos of designer team Emily Current and Meritt Elliott on a cross-country road trip wearing a variety of Old Navy fashions.The content here – and ads on Yahoo Style’s fashion blog – tell a fun, lighthearted story where fashion tips are interjected naturally. With this approach, Old Navy is attempting to engage the hard-to-reach millennial audience like a friend would – offering genuine advice via one of the most popular mobile platforms.