What: Todd Oldham will be lending his creative edge to Old Navy, taking over as design creative director effective Oct. 1. Though Oldham boasts a 20-year career in both fashion and design, many of us know him best as the guy who brought high style to dorm décor with his lines for Target in ’02 and ’03. According to Gap Todd Oldham Joins Old Navy Inc., he’ll play a “key role in developing and implementing the merchandise creative direction at Old Navy.” He’ll also be developing a line of merchandise under the Todd Oldham name for Old Navy Todd Oldham Joins Old Navy stores.

Todd Oldham Joins Old Navy

What the fashion heads say: The buzz is just beginning, but on Old Navy, Women’s Wear Daily had this to say: “Old Navy has been struggling with negative sales trends and has been losing market share to nimbler competition, though recently analysts have cited improvements in the merchandise and assortments that are easier to shop.”

What I say: Love it.  The move is certainly a departure for Old Navy, their first foray into the designer-meets-discount retail trend. Oldham, known for his clean, graphic designs is a good match for the laid-back Old Navy Todd Oldham Joins Old Navy vibe. I’m all about breathing some new life into what’s really become “Old” Navy, so I’ll be watching with interest. And keeping you posted, of course.

photo from nymag.com, by Getty Images