Walmart Taps Luxury Designer Brandon Maxwell To Elevate Its Fashion Brands

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Walmart said on Tuesday that its Free Assembly and Scoop apparel brands will be soon designed by Brandon Maxwell, known for dressing Lady Gaga on numerous occasions, including at the recent Met Galas. The Texas-born designer has accepted the role of creative director for the company’s elevated fashion brands. 

Maxwell’s style has evolved from formal attire to polished American sportswear, a combination of relaxed and refined pieces. He has previously been a judge on reality show Project Runway and has also dressed Michelle Obama, Jill Biden, and Meghan Markle, and will now be responsible for designing and helping with sourcing, marketing, and production, Walmart said.

“You know, when I launched Brandon Maxwell the idea was to make beautiful clothing that made people feel good and this partnership really gives me the opportunity to do that on a larger scale,” Maxwell told Vogue. “High-quality design that’s accessible to all is something that I feel really strongly about and I think everyone should be able to have access to how fashion can make you feel.”

The world’s biggest retailer – which launched Free Assembly in 2020 and Scoop the prior year – has been trying to make its brands more trendy. It seeks to grow its position in the U.S. fast-fashion market, an area in which rival big box stores like Target have also invested heavily.

Walmart said Maxwell will oversee four collections annually for the two brands, starting with helping with this year’s important holiday season wardrobe before his full collections drop in spring 2022. Their first project, a line of face masks that recently debuted, coincides with Walmart’s $100,000 donation to DonorsChoose.org.

(Reporting by Richa Naidu; Editing by Dan Grebler)

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