New creative director at Walmart

Maxwell, who founded his own luxury label and was a judge on TV show “Project Runway,” has had A-list celebrities including Lady Gaga, Michelle Obama and Oprah wear his designs.

Affordable fashion

He was born and raised in Longview, Texas, where he said Walmart was commonly regarded as a clothing destination, referencing his experience as a child playing under the clothing racks as the place he started his fashion journey. At Walmart, he will be in charge of the collection design and will have input into material selection. Maxwell will also be involved in marketing initiatives and campaigns for both of Walmart’s private brands, the release on the corporate website said. There is a videospot explaining how Brandon’s and Walmart’s routes were crossed.

Walmart, widely known for its affordable prices, is trying its hand in high fashion. Though for years, it has steadily expanded its clothing selection through brand partnerships, acquisitions and revitalization.

In recent years, Walmart acquired a selection of apparel brands, including DTC plus-sized brand Eloquii, outdoor gear and apparel brand Moosejaw, Bonobos and ModCloth. (The retailer would go on to sell the ModCloth brand to financial services firm Go Global Retail in 2019.)

Apparel destination

As the retailer produces more private apparel brands and initiates more acquisitions, Walmart’s goal with the Maxwell partnership may be to establish its name as a serious fashion destination. Through the Walmart partnership, Maxwell said he’s able to give people access to well-made clothing at an affordable price.

“This partnership allows me to bring the experience and joy of fashion to countless people who live in small towns across the country,” Maxwell said in a statement. “Everyone deserves to have access to well-designed clothing at an accessible price point.”

He will be responsible for overseeing four seasonal collections at Free Assembly and Scoop every year, starting with the Holiday 2021 drop, according to the release. The statement said his full collection will be released in Spring 2022.

Facemask and donation

In addition, Maxwell also teamed up with Walmart to design a face mask line sold exclusively at Walmart. Timed to this launch of Maxwell’s exclusive face masks, Walmart will donate $100,000 to DonorsChoose.org, a charity selected by Maxwell for its dedication to helping public school teachers get the funding they need for materials and experiences that will help their students learn.