Campaign reinterprets American staples with a nod to early 2000s trends.
Old Navy has launched its summer campaign, "It's Old Navy," featuring Paris Hilton and her mother, Kathy Hilton. The campaign aims to evoke early 2000s nostalgia, a period strongly associated with Paris Hilton's rise to public prominence. The collection focuses on what are described as "American wardrobe staples," including denim, tees, and fleece, with a particular emphasis on the "Old Navy flag tee."
The campaign is presented as an homage to the brand's heritage, filtered through a "nostalgic summer lens" and emphasizing "lived-in authenticity and ease."
Campaign Underpinnings and Y2K Aesthetic
The creative direction for the campaign was helmed by Zac Posen, who serves as Old Navy's Chief Creative Officer. Posen remarked on Hilton's suitability for the role, stating she is the "perfect summer muse" who celebrates summer's joy and conveys that "great style is for everyone." He also characterized the collaboration as "two icons coming together, Paris and Old Navy." The inclusion of Kathy Hilton is noted as adding "family warmth and familiarity."
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The campaign soundtrack features the song "Stars Are Blind," a track by Paris Hilton. Hilton herself expressed enthusiasm for the collaboration, stating, "I love that we got to bring that energy to Old Navy." She also commented on the summer style feeling "playful and confident," aligning with the campaign's aesthetic.
Price Point and Personal Style
While specific prices are not detailed in the provided material, one article mentions items being "under-$55." Paris Hilton, when asked about shopping at Old Navy, responded by posing questions about whether she checks price tags and how she explains her job to her young children. This implies a certain detachment from the direct consumer experience of everyday shopping, though she did state her preference for comfort and adding "a sparkle" to her attire. She also expressed a fondness for "matching sets" and "monochrome" looks, and for comfort, describing Juicy Couture tracksuits from the early 2000s as her "uniform" for casual wear.
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Origins of a Catchphrase
The phrase "That's Hot," famously associated with Paris Hilton, has its roots in the early 2000s. An article from December 2019 reveals that the catchphrase was, in fact, initially used by her sister, Nicky Hilton. This anecdote adds a layer of familial origin to one of Hilton's most recognizable expressions.
Background Information:
Old Navy is described as a North American apparel and accessories brand offering "fashion and value." The brand operates over 1,200 stores in the United States and Canada, along with international franchise locations. Gap Inc. (NYSE: GAP) is the parent company. This summer campaign is a significant marketing effort, aiming to leverage nostalgia and celebrity association for its product line.
