Low prices, high fashion.
Walmart announced on Tuesday a partnership with fashion designer Brandon Maxwell, who has already worn names like Michelle Obama, Meghan Markle and Lady Gaga, to help elevate their fashion brands at an affordable price.
Designer Brandon Maxwell is teaming up with Walmart to lead the creative direction of its elevated collections. (Walmart)
Maxwell, based in New York City, will serve as creative director at Walmart, overseeing the retail chain’s top brands, including Scoop and Free Assembly. He will be lending his design experience to seasonal collections for men’s, women’s and children’s clothing and accessories.
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“Like many people across the country who live in a small town, Walmart was the destination for everything where I grew up in Texas, including clothing,” said Maxwell, who is originally from Texas, in a statement. “This partnership allows me to take the experience and joy of fashion to countless people who live in small cities in the country. Everyone deserves to have access to well-designed clothes at an affordable price ”.
In addition to overseeing the creative aspect of Walmart clothing brands, Maxwell was also hired to design a line of masks, available exclusively at Walmart as of Tuesday. Walmart will donate $ 100,000 of the proceeds from the sale of the masks to DonorsChoose.org, a charity Maxwell chose for his commitment to helping public school teachers obtain funding for school supplies.
Walmart has entered into a series of high-profile partnerships in recent years, with the aim of elevating its brands in stores. The chain recently joined actress Sofia Vergara for her eponymous collection Sofia Jeans, and Ellen Degeneres for her clothing line EV1, among others.
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Major retailers have relied on exclusive partnerships to make cutting-edge fashion trends affordable. Target debuted “The Designer Dress Collection” last year, teaming up with three high-end women’s fashion brands, including LoveShackFancy, Cushnie and Lisa Marie Fernandez, to offer summer styles priced between $ 40 and $ 60. And H&M is known for selling its designer collaborations, most recently joining Irish designer Simone Rocha for a line of women’s clothing.