Gap's (GPS) Old Navy gets a new creative director

Gap Inc. (NYSE: GPS) recently hired a new CEO and now, in a further effort to revitalize its Old Navy brand, the company has hired Todd Oldham to become the creative director for the Old Navy brand.

The New York Times described the new job for Todd Oldham, who has previous experience at Target Corp. (NYSE: TGT) and La-Z-Boy Inc. (NYSE: LZB), as his "biggest challenge yet": "Dawn Robertson, the president of Old Navy, said Mr. Oldham would focus on shoppers in their 20s, whom the chain has identified as its target market after years of 'trying to be all things to all people.'"

If you're a fan of Bravo's Top Design show, you may recognize Oldham's name: he's the host.

If recognizing the problem is the first step to fixing it, then Old Navy is well on its way: The Old Navy brand doesn't stand for anything right now and by focusing on a more targeted demographic, Old Navy may be able to return to its glory days.

Oldham is an interesting choice however: He's been out of the fashion industry for years, but maybe fresh blood is exactly what's needed.

Given that Old Navy is bigger than Gap and Banana Republic, a substantial portion of the company's future, and shareholders' money, rests on the shoulders of Oldham.