Walmart puts its fashion storytelling skills to the test – RetailWire

February 23, 2022

Celebrities such as Michelle Obama and Lady Gaga have worn Brandon Maxwell’s designs. Now the question is whether Walmart customers will do the same – and maybe even some at Target.

Walmart has announcement the launch of the spring 2022 collections under its Free Assembly and Scoop brands. These are the first complete collections to be released under the direction of Mr. Maxwell, who is creative director for both private labels.

Mr. Maxwell called working with Walmart a personal dream come true when his business with the retailer was made public last March. The designer, who was born and raised in Longview, TX, said the local Walmart “is the destination for everything.”

The celebrity designer said he worked with Walmart’s design team and partners to create a single “design story” for each collection. He said, “The storytelling that surrounds any brand is just as important as the product.”

The Free Assembly collection includes 500 pieces in the women’s, men’s and children’s departments.

“The silhouettes are designed to work together and there are coordinated options for the whole family,” Mr Maxwell said. “We explored fresh yet timeless trends that would last and be seasonless, including stripes, gingham, eyelet, spring fleece, color blocking and printed denim.”

“When I think of Scoop, I think of playfulness and the easy lightness of clothing. They’re more trend-driven than Free Assembly, but still timeless,” Mr. Maxwell said.

The Scoop line, which highlights denim, uses more “bright, vibrant colors and high-energy prints” than the Free Assembly brand.

Mr Maxwell said he was excited to work on developing overarching stories and a cohesive brand message for Free Assembly and Scoop. His goal, he said, was to “bring each brand to life in its own way.”

Free Assembly’s new spring collection includes pieces priced between $8 and $48. Scoop prices range from $18 to $75.

“One of my goals when I started my fashion label was to create beautiful clothes for everyone,” Mr Maxwell said. “This partnership allows me to realize this dream on a larger scale.”

DISCUSSION QUESTIONS: Will the new spring collections from Free Assembly and Scoop be the buzz around Walmart as a fashion destination? What else will Walmart have to do to complete the story that Robert Maxwell is trying to tell with the two brands?


“Target is launching new designers with beautiful, brightly lit boutique-style displays. Hopefully Walmart follows suit.”