Walmart wants to make a name for itself in fashion. It has tapped Brandon Maxwell, a designer who dresses celebrities from Lady Gaga to Michelle Obama, to raise its reputation.
Maxwell will oversee the discounter’s elevated brands, Scoop and Free Assembly, as creative director. The 36-year-old designer lives in New York City. He has been a judge on Bravo’s “Project Runway” and designs a luxury label sold by retailers like Neiman Marcus with items that cost hundreds or thousands of dollars apiece.
By working with Walmart, however, Maxwell said he can fit more budgets and reach more shoppers — including friends and family in his hometown of Longview, Texas. His first full collections will be available in spring 2022.
“I’m not a person who believes that fashion is just something on the surface. I believe it