The brands are the first of Brandon Maxwell, a fashion designer and judge of Bravo’s Project Runway. According to Baker, Walmart is following the playbook from Target, a big-box retailer that has launched successful private fashion brands, made brands a focus of its stores, and earned a reputation for cheap chic. The big-box retailer is unveiling spring collections for Free Assembly and Scoop, two of Walmart’s exclusive clothing brands. With the launch of spring collections, Walmart is using its stores and websites to promote the private labels.
Maxwell has his own luxury brand and has attracted famous women from Michelle Obama to Lady Gaga in the past.
Is Brandon Maxwell a luxury brand?
Maxwell said in a Walmart blog post on Tuesday that working with Walmart “was a dream of mine for a long time. Michelle Obama, Karlie Kloß, Jennifer Lawrence, Oprah Winfrey, Nicole Kidman, Jane Fonda, Viola Davis, Queen Rania of Jordan and Kerry Washington carry Maxwell’s brand, among others. For Walmart, Maxwell will be creative director for its Free Assembly and Scoop brands with collections of men’s, women’s, children’s clothing and accessories. The retailer tapped Maxwell, who produces his own luxury label and was a judge on the TV show Project Runway, to show his commitment to becoming a leader in stylish yet affordable clothing.
Maxwell will be responsible for the design and will contribute to material selection, procurement and production.