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Summer jam: Old Navy catalogue is set in song

By Calum Ross and Sinikka Heden 27.06.2012 E-commerce : The Irony Of Fashion : Summer

US – Fashion brand Old Navy has created a humorous video in which Jordan Knight of boy band New Kids On The Block sings through the brand’s summer catalogue.

The video, which can be found on Facebook, parodies TV infomercials of the 80s and 90s, and features the pop star serenading the viewer with a selection of songs inspired by Old Navy’s latest collection of flip flops, swimwear and t-shirts.

Visitors to the Old Navy Summer Catalog Facebook page can download a megamix of Knight’s clothing-inspired songs as well as click through to the brand’s e-commerce site to purchase items from the summer collection.

Humorous, self-aware campaigns such as Old Navy’s are a great way for fashion brands to generate a dialogue about their products. To see more examples, read our The Irony of Fashion microtrend.

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