Walmart is continuing to elevate its own brand apparel, looking to the runway for its latest move.
The retailer is collaborating for the first time with a well-known American fashion designer, tapping Brandon Maxwell to be the creative director of its Free Assembly and Scoop brands.
Maxwell has made a name designing high-end, red carpet gowns and runway stylings, and will design seasonal collections for men’s, women’s and children’s clothes, as well as accessories under the Free Assembly and Scoop private brands. Walmart debuted Free Assembly last fall, and recently launched a spring lookbook for its spring collection, furthering the seriousness it is taking in the trendy fashion line. Scoop is an older fashion boutique that Walmart revived as an own brand in 2019. In addition to developing pieces for the two store brands, Maxwell will be involved in brand marketing initiatives and campaigns for them.