Walmart's spring collections from Free Assembly and Scoop arrive
Walmart has unveiled the first collections of its private label apparel brands Free Assembly and Scoop under its new creative director.
Fashion designer Brandon Maxwell joined Walmart last year, and oversaw the holiday 2021 collection of private apparel brands. Now, his own collections have arrived in time for spring.
“Spring is always a favorite season of mine. It’s the time I feel most excited about as a designer,” said Maxwell. “For example, with the Free Assembly collection, I wanted it to exude a sense of joy, optimism and color. I started to think about how that would all come together in the end, really making sure that the collection was presented in a way where it was all planted from the same seed. It’s ultimately a story about happiness and being together, blooming fresh and new."
Maxwell has over a decade of experience in the fashion industry, with stars such as Michelle Obama, Jennifer Lawrence, Oprah Winfrey and more having worn his eponymous fashion line in the past.
The new Free Assembly spring collection includes nearly 500 pieces across men’s, women’s and kids’ apparel priced between $8-$48. Walmart says Maxwell and the design team explored a “fresh take on timeless style” and the collection features silhouettes designed to work together – including coordinated options for the whole family. Last October, Free Assembly added new styles for kids, including plaid prints, sherpa, and athleisure pieces. The brand originally launched in September of 2020.
The new Scoop spring collection features 56 apparel styles priced from $18-$75 including a mix of dresses, skirts, tees and denim. Fashion-forward trends explored include bold colors, denim dressing and high-energy prints.
“What I liked about coming into Walmart as Creative Director of Free Assembly and Scoop is that both brands are so different from my own brand’s aesthetic,” said Maxwell. “For me, this was an exciting challenge, to think not only about the overarching stories and cohesive brand messaging, but to bring each brand to life in its own unique way. I don’t think the aesthetics of the lines have changed, but what I’m bringing to each brand is more cohesion across all categories.”
The new collections add to Walmart’s growing collection of private label and exclusive apparel. Recent expansions include Ree Drummond’s The Pioneer Woman line, Gerber Childrenswear’s “modern moments” line, and more. While the spring release has just arrived, Maxwell teased that the summer collections of Free Assembly and Scoop are on the way.
“I’m so excited to hear customers’ response to the spring collections,” he said. “Looking ahead, I’ll continue collaborating with the Walmart design team for Free Assembly and my partners for Scoop to curate seasonal collections. The summer drop is right around the corner!"