Old Navy’s BODEQUALITY Revolution: Redefining Inclusive Sizing in Fashion
How Old Navy’s BODEQUALITY initiative is transforming size inclusivity and the in-store shopping experience—for every woman, everywhere.
Old Navy’s Bold Step Into Size Inclusivity: The BODEQUALITY Launch
On August 20, 2021, Old Navy unveiled BODEQUALITY—a groundbreaking initiative that redefined size inclusivity in the retail industry. By introducing a fully integrated in-store and online experience, Old Navy became the first value retailer to offer every women’s style in sizes ranging from 0 to 30 and XS to 4X, all at the same price. This unprecedented move eradicates the long-standing price discrimination and separation of plus-sized fashion, ensuring every woman shops the same styles, side by side, regardless of size.
The Need for Change: Rethinking Size in the Fashion Industry
The retail fashion landscape has long marginalized women outside of a narrow size range. Before BODEQUALITY, even Old Navy separated its Plus sizes physically and digitally, with higher prices for extended sizes, reflecting how most mainstream brands operated. The launch comes after years of customer feedback, body image research, and the recognition that inclusivity is more than a marketing term: it’s a demand for equality, dignity, and belonging for women of all sizes.
How BODEQUALITY Works: A New Standard for Every Store and Online
BODEQUALITY impacts Old Navy’s entire women’s range, both in-store and online:
- Unified Sizing: Every women’s style is offered in sizes 0-30 (numerical) and XS-4X (alpha) both online and in all 1,200+ stores. No more segregated plus-size sections or limited availability.
- Price Parity: There is no price difference between standard and extended sizes. Historically, plus sizes cost more, due to different production processes and more fabric; Old Navy has overhauled its supply chain to make equal pricing possible.
- Integrated Mannequins & Merchandising: In stores, women’s displays include mannequins in sizes 4, 12, and 18, so shoppers see a spectrum of real body shapes represented.
- Online Experience: The Women’s and Women’s Plus sections are now merged. Online shoppers can browse styles on models of size 4, 12, or 18, with a toggle feature letting customers choose which size model to display by default.
Innovative Design and Fit: Reimagining Women’s Apparel
Old Navy didn’t just add more sizes—it redesigned its entire fit process. For BODEQUALITY, the company incorporated technology and feedback to ensure comfort and style across the entire size range:
- Body Scanning: The brand scanned 389 women to create digital avatars representing a range of body shapes and sizes for more accurate fit modeling.
- Fit Clinics: Fit blocks were scaled using diverse models in “fit clinics,” ensuring details like no-gap waistbands in jeans and better-fitting sleeve openings across all sizes.
- Customer Interviews: Hundreds of women shared concerns about body image and fashion, directly influencing how styles were developed and revised.
Some of the specific improvements included:
- Waistbands updated to prevent gapping at the back in jeans
- Sleeve openings adjusted for adequate coverage and to reduce visible undergarments
- Consistent comfort and fit across the spectrum, not compromising style for larger sizes
Democratizing Style: Old Navy’s Commitment and Vision
Old Navy was founded on the principle of the “Democracy of Style,” a belief that everyone deserves access to affordable, on-trend clothing, regardless of age, race, size, or income. President and CEO Nancy Green confirmed, “We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size. BODEQUALITY is not a one-time campaign, but a full transformation of our business.”
The BODEQUALITY movement is embedded in Old Navy’s long-term strategic growth plan and not simply a marketing push. It is designed to unlock growth by serving millions of women historically underserved in mainstream retail.
Marketing and Representation: Changing the Conversation
What others are reading
To amplify the campaign, Old Navy enlisted Aidy Bryant—comedian, actress, and star of “Shrill”—as the face of BODEQUALITY. Marketing materials span broadcast TV, digital, social channels, and out-of-home advertising, showing women of different body sizes and backgrounds. Bryant herself is a prominent body positivity advocate and brings authenticity and visibility to the message.
What Makes BODEQUALITY Unique?
| Feature | Pre-BODEQUALITY | BODEQUALITY Launch |
|---|---|---|
| Sizing available | 0-14 (women’s), 16-30 (plus) | 0-30, XS-4X (all women’s styles) |
| In-store sections | Separate ‘Plus’ areas (select stores only) | Unified shopping – no segregation |
| Pricing | Higher for extended sizes | Same price for every size |
| Model representation | Mainly standard size models | Models in sizes 4, 12, and 18 |
| Shopping experience | Limited plus in-store/online, fewer choices | Full assortment in every store and online |
| Design approach | Standard fit blocks scaled up/down | Fit redesigned via 389 body scans, diverse fit clinics, real feedback |
Voices Behind the Change: Leadership and Customer Impact
Nancy Green, Old Navy’s President and CEO, credits direct customer engagement and a human-centered approach as drivers for the new model. Alison Partridge Stickney, VP of Women’s and Maternity Merchandising, called the launch, “a pivotal moment for our brand and the fashion sector,” signifying a renewed effort “to understand what women of all sizes want from fashion and the shopping experience.”
For consumers, BODEQUALITY isn’t just about size—it’s about feeling represented, empowered, and welcome. Shopping at Old Navy promises to be celebratory for all, with inclusivity built into every aspect of the experience.
The Industry Context: Why This Matters
Old Navy’s initiative responds to growing expectations for inclusivity in the retail sector. For decades, extended sizes were at best limited in selection and, at worst, entirely absent from leading brands. Segregated plus-size areas and higher prices reinforced stigma and exclusion for millions of shoppers. Recent shifts in popular culture and consumer advocacy, including the body positivity movement, have exerted pressure on brands to close this gap.
BODEQUALITY’s launch forced the industry to reconsider who mainstream fashion serves. No longer can brands overlook extended sizes and charge more for them without facing public scrutiny—and potentially, a loss of market share to more inclusive competitors.
Old Navy’s BODEQUALITY Rollout: What Shoppers Can Expect
The integrated experience spans:
- All 1,200 U.S. stores merged women’s and plus size inventory, with sizes displayed side by side.
- Online collections offer the full size range, and shoppers can filter by display model’s size.
- In-store staff have undergone inclusive service training to create a welcoming atmosphere for everyone.
- Advertising and visual merchandising reflect real customers—not aspirational ideals—across channels.
Customers consistently report that seeing their body type modeled and shopping without stigma make for a dramatically better—and more loyal—customer experience.
Frequently Asked Questions (FAQs)
Q: What sizes does Old Navy carry under BODEQUALITY?
A: Old Navy offers every women’s style in stores and online in sizes 0 through 30 and XS to 4X, with no separation between straight and plus sizes.
Q: Are plus sizes and standard sizes priced the same?
A: Yes, BODEQUALITY ensures no price difference—all sizes are offered at the same price point, which required major supply chain and production changes.
Q: Is there still a separate Plus section in stores or online?
A: No, BODEQUALITY merges all women’s sizes into one unified assortment. In-store and online, you’ll find all sizes together, ending traditional segregation of plus sizes.
Q: How does BODEQUALITY ensure the right fit for all sizes?
A: The brand developed new fit standards through technology (body scanning), feedback from hundreds of women, and wearable testing on a wide size range in fit clinics, resulting in more comfortable, flattering designs for everyone.
Q: Who is featured in BODEQUALITY advertising and store visuals?
A: Old Navy’s campaign features women of different sizes, including mannequins and models in sizes 4, 12, and 18, with celebrity spokesperson Aidy Bryant championing the message of inclusivity.
The Future: What BODEQUALITY Means for Fashion and Shoppers
Old Navy’s BODEQUALITY launch is an inflection point in value retail and women’s fashion. By setting an industry precedent for fully integrated, equal-price, inclusive sizing, the brand not only deepens customer loyalty but also challenges other retailers to follow suit. The result is a more welcoming, respectful, and joyful shopping experience—and a fashion industry that embraces the full spectrum of women it serves.
References
- https://www.pmg.com/blog/pmg-partners-with-old-navy-to-create-a-fully-inclusive-shopping-experience-with-bodequality
- https://abcnews.go.com/GMA/Style/navy-unveils-diverse-sizing-offering-style-size/story?id=79478263
- https://www.usatoday.com/story/money/shopping/2021/08/18/old-navy-women-clothing-sizes-bodequality-inclusion-launch/8176009002/
- https://www.gapinc.com/en-us/articles/2021/08/introducing-bodequality
- https://www.retaildive.com/news/old-navy-shifts-to-inclusive-sizing-in-all-stores-and-online/605147/
- https://english.elpais.com/society/2022-06-02/how-old-navys-inclusive-sizing-campaign-has-sent-gap-into-the-red.html
- https://www.cosmopolitan.com/style-beauty/fashion/a37332045/old-navy-bodequality-launch/
- https://domandbomb.com/blogs/news/old-navy-rolls-back-its-inclusive-sizing
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