03/28/2008 02:45 am ET Updated May 25, 2011

Todd Oldman Named Creative Director Of Old Navy

Gap Inc named New York fashion designer Todd Oldham the design creative director for its Old Navy chain on Friday, in a move designed to revive sales and reclaim lost market share at the struggling apparel brand.

Oldham, who takes up his new position on Oct. 1, will "play a key role in developing and implementing the merchandise creative direction at Old Navy," the San Francisco-based apparel company said in a statement.

Oldham will also develop and launch a line of merchandise under the Todd Oldham name that will be exclusively sold at Old Navy, one of Gap's three chains that sells lower-cost, casual apparel to family shoppers.

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