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Brandon Maxwell for Walmart – Fashionista

Almost exactly a year ago, mega-retailer Walmart announced it had hired Brandon Maxwell to take the creative lead at two of its own brands, Free Assembly and Scoop. (The latter was picked up—sorry—for an affordable relaunch in 2019.) Maxwell wouldn’t just be setting the direction for the apparel itself, either: he’d come up with the whole vision, from product development to marketing.

“I grew up in a small town and I grew up shopping at Walmart. As I left my city and traveled from Europe to New York, to LA and back, I’ve always been well aware that there are communities between those bases, and those are the communities I come from: growing up in a small town and having to drive for hours to access fashion,” Maxwell said at the time of his appointment. “It was always something I found interesting to be able to bring fashion to the city and to the door.”

If you heard a knocking sound, it’s because Maxwell’s debut collections as creative director of Free Assembly and Scoop are here.

Scoop Spring_Lifestyle Asymmetric Dress

A huge collection of over 500 pieces for men, women and kids, Free Assembly focuses on easy, springtime fabrics that can all be mixed and matched – think navy and khaki, stripes and gingham, washed fleece and breezy cotton. Scoop, on the other hand, is more fashion-oriented: there are bold colors and prints that feel very Maxwell (even the lookbook images are the same as those for his high-end collection) and trend-driven denim. Free mounts go between $8 and $48, while Scoop comes in just a little higher – from $18 to $75.

Get Brandon Maxwell’s Vision Now for Free Fitting and Shovel and check out the images in the gallery below:

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