Mannequins have been elevated to SuperModel status – move over Naomi Campbell, Christy Turlington and Heidi Klum. Old Navy today announced a new marketing and advertising campaign featuring the “SuperModelquins” – a diverse family of 12 custom-made mannequins with gossip column-worthy personalities.

The campaign aims to turn Old Navy’s “SuperModelquins” into instant celebrities. Although they each have their own unique personality and style, complete with background stories akin to the gossip magazines in the supermarket check-out line, they are united by a mission to chat up Old Navy’s fashion-at-a-value brand promise to customers.

Beginning Thursday, February 26, the 12 new SuperModelquins will appear in 200 Old Navy stores, and will be rolled out to all stores over the next few weeks. In addition, many other marketing elements will reach customers throughout their shopping experience. For instance, a newly-designed circular that spoofs celebrity fashion magazines will bring the campaign to life. In addition, humorous vignettes of the SuperModelquins interacting with each other will be posted on a new microsite, www.oldnavyweekly.com.

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