Walmart has debuted its spring 2022 collections, the first since it added American fashion designer Brandon Maxwell as creative director for its Free Assembly and Scoop brands about a year ago, according to a Monday (Feb. 22) company blog post.
“Working with Walmart has long been a dream of mine,” Maxwell told Denise Incandela, executive vice president of Apparel and Private Brands at Walmart U.S., in the post. “…I’ve so enjoyed working closely with Walmart’s design team and partners over the past year to bring this vision to life. There’s nothing more rewarding than clothing that helps people look and feel their best no matter where they come from, who they are or what their budget may be.”
Maxwell told Incandela he spent much of the past year learning about the Free Assembly and Scoop brands, attending photo shoots and immersing himself in the aesthetics of the brands. He works closely with the design team and partners “to align on the overarching themes to ensure that each collection is unified and tells one cohesive design story,” he said in the post.
“The storytelling that surrounds any brand is just as important as the product,” said Maxwell in the post. “…Spring is always a favorite season of mine. It’s the time I feel most excited about as a designer. For example, with the Free Assembly collection, I wanted it to exude a sense of joy, optimism and color. I started to think about how that would all come together in the end, really making sure that the collection was presented in a way where it was all planted from the same seed. It’s ultimately a story about happiness and being together, blooming fresh and new.”
The Free Assembly collection has more than 500 pieces for men, women and children, with pieces decked out in stripes, gingham, eyelet, spring fleece, color blocking and printed denim. Scoop focuses on vibrant colors, high-energy prints and denim, said Maxwell in the post.
Walmart launched the Free Assembly Kids collection in October with almost 50 styles priced between $6 and $36.
Read more: Walmart Hopes Kids’ Clothes Can Boost Fashion Cred
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