Visionary fashion designer and television personality Todd Oldham has been appointed as design creative director for Gap Inc's Old Navy division.

Oldham, who will divide his time between New York City and San Francisco, will take up the post on 1 October and is expected to play a key role in developing and implementing the merchandise creative direction at Old Navy.

He also plans to develop and launch a line of merchandise under the Todd Oldham name which will be sold exclusively at Old Navy stores.

"Todd is a great fit for Old Navy," said Dawn Robertson, president, Old Navy, "and this is a huge win for both of us. His appointment will help us strengthen our focus on creativity and innovation to inspire and excite our customers."

Todd will partner with Doug Howe, EVP product, and the creative team to "deliver a fashion viewpoint at value to set Old Navy apart from its competitors."

Currently the host of Top Design, Bravo's newest reality competition series spotlighting interior design, Oldham's career spans more than 20 years and he began his career in fashion.

Gap Inc, the US' largest apparel specialty retailer, is in the midst of trying to reverse two years of profit declines at its Gap, Banana Republic and Old Navy chains.

Second quarter same-store sales at the Old Navy discount chain, which has been the biggest drag on Gap's performance, fell 9% compared with a drop of 5% a year earlier.

The trend for hiring a well-known designer to turn around its brands began in May, when Gap named Patrick Robinson, the Paris-based designer who's put his mark on fashions ranging from Target to Giorgio Armani, as executive vice president of design for the Gap Adult and Gapbody divisions.