Low prices, high fashion.
Walmart on Tuesday announced a partnership with fashion designer Brandon Maxwell, who dressed like Michelle Obama, Meghan Markle and Lady Gaga to boost its fashion brands at an affordable price point.
Fashion designer Brandon Maxwell is teaming up with Walmart to lead the creative direction in its enhanced collection. (Walmart)
The New York-based Maxwell will serve as creative director of Walmart and oversee the brands’ enhanced brands, including Scoop and Free Assembly. He will lend his design expertise on seasonal collections for clothing and accessories for men, women and children.
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“Like many people in the country who live in a small town, Walmart was the destination for everything I grew up in Texas, including clothing,” Maxwell, who is originally from Texas, said in a statement. “This partnership enables me to bring the experience and joy of fashion to many people living in small towns across the country. Everyone deserves to have access to well-designed clothing at an affordable price point.”
In addition to overseeing the creative aspect of Walmart’s clothing brands, Maxwell has also been used to design a range of face masks that will be available exclusively at Walmart from Tuesday. Walmart will donate $ 100,000 of the proceeds from the sale of the masks to DonorsChoose.org, a charity that Maxwell chose for his commitment to help public school teachers raise money for school supplies.
Walmart has acquired a number of sensational partnerships over the past few years, with the goal of increasing its in-store brands. The chain recently collaborated with actress Sofia Vergara for her namesake collection Sofia Jeans and Ellen Degeneres for, among others, her clothing line EV1.
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Big-box retailers rely on exclusive partnerships to bring the best fashion trends available. Target launched ‘The Designer Dress Collection’ last year, along with three high-end women-led fashion brands, including LoveShackFancy, Cushnie and Lisa Marie Fernandez, offering summer styles between $ 40 and $ 60. And it is known that H&M is selling its designer collaboration, and recently with Irish designer Simone Rocha for a ladies’ clothing line.