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Old Navy Ups Its Cool Factor

Old Navy, the classic American retailer, is really stepping up its game. It has teamed up with the queens of denim, Emily Current and Merritt Elliott of Current/Elliott, to steer the retail giant in a cooler direction.

We're already obsessed with Current/Elliott denim, so their aesthetic teamed up with and Old Navy price tag might sound too good to be true—but it's definitely not.

When we think of Old Navy, we think of affordable basics with an Americana vibe and a decidedly more classic kind of style. Current and Elliott will serve as Style Ambassadors to the brand, and they're bringing their own mix of famous friends to the party, including actress Jamie Chung, Jacey Duprie of "Damsel in Dior" and one of our favorite mom fashion bloggers, Laura Wiertzema and Jen Coleman of Ascot + Hart.

The style refresh includes a series of video and photo content, including a photo shoot with Wiertzema and Coleman and their children. “It reinforces the notion that Old Navy is a family brand,” said Elliott to WWD. She and Current credited their own experience dressing their children to style the awesome shoot. “We want to make sure people understood it’s a great place to go for one-stop shopping.”

This isn’t the first time Old Navy has enlisted some highly respected arbiters of taste to bring new life and perspective into the stores. They partnered with Joe Zee, now at Yahoo! Style and previously at Elle, as well as beloved stylist Brad Goreski.

We don't know about you, but we think we're going to find some time to stop by the mall. With so many incredible high-end options around, it's great to know you don't have to shell out a ton of cash to get some serious style. This new fashionably pairing sounds like a can't-miss.

Image via WWD

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