The Fit is Sublime

Gap Inc. just announced that Todd Oldham will team with Old Navy to serve as the brand's design creative director, effective Oct. 1. Mr. Oldham will divide his time between New York City and San Francisco and play a key role in developing and implementing the merchandise creative direction at Old Navy.

Todd plans to also develop and launch a line of merchandise under the Todd Oldham name to be sold exclusively at Old Navy stores in the future.

Originally a New York fashion designer, and the host of "Todd Time" on MTV's House of Style, Todd's career has evolved to include all areas of design, from interior design, film and photography, to furniture, graphic art, and a collection of floral designs for FTD.com. Todd is the author of Hand Made Modern, and has hosted HGTV's "Hand Made Modern" series of specials. In 2002 and 2003 Todd designed his own line of dorm room furnishings for Target.

Todd makes regular appearances on NBC's Today Show and is currently the host of Top Design, Bravo's newest reality competition series spotlighting interior design. He designed The Hotel in South Beach as well as The Fairfax Hotel, to open in South Beach in 2008. Other projects include a 400 page monograph on the life's work of artist Charley Harper published by AMMO BOOKS.

If only Tommy Hilfiger could've followed Todd's lead of consistent authenticity...what we find interesting is that Oldham has cross-generational appeal from Gen Y to Gen X and to late Baby Boomers. Old Navy is following the model of couture houses who take on established designers to fulfill a vision. Think Karl Lagerfeld coming to Chanel..

(photo: Oldham cooked up the official apron for the 42nd Pillsbury Bake-Off Contest. )