[8] Old Navy had campy television ads featuring Carrie Donovan,[11] Morgan Fairchild, and the mascot Magic, the dog.

[citation needed] In 2005, Old Navy's then-president Dawn Robertson looked to address the competition she saw in Hollister Co. and American Eagle Outfitters by rebranding the division with a "high fashion feel".

Unlike the traditional industrial warehouse style most Old Navy locations possess, the new stores were boutique in nature, featuring green building materials, rock gardens, large murals, and posters, as well as many mirrored and silver accents.

Also, advertisements began to be created in-house, and substituted the original kitschy and humorous feel for a high fashion and feminine directive.

[18] Larsson left the company to join Ralph Lauren in 2015 and was replaced by current President and CEO, Sonia Syngal.

The Times Square flagship caters to New York City crowds with extended store hours and significantly more retail space than the average Old Navy location.

[20] On April 23, 2018, a customer, Saudia Scott filed a multi-million dollar lawsuit against Old Navy and its parent company Gap Inc.