Walmart is making a bold statement at New York Fashion Week, showcasing its commitment to accessible, elevated fashion. Through exclusive collaborations and revamped private brands, the retail giant is reshaping how America views fashion, making quality and style available to more.
Transforming Fashion at Walmart
Denise Incandela, EVP of Fashion at Walmart, said the company has spent years upgrading its fashion assortment. That includes enhancing private brand quality, onboarding national labels and improving the in-store and online experience.
A pop-up shop in NYC’s Meatpacking District is a strategic move to highlight these efforts and shift public perception.
Key Strategies and Highlights
A central figure in Walmart’s transformation is designer Brandon Maxwell, creative director for Walmart’s Scoop and Free Assembly brands. He designs these collections with the same detail as his luxury line, making stylish, high-quality pieces affordable.
His $98 limited-edition blazer, inspired by his original jacket from a decade ago, is a standout piece.
Walmart is expanding the reach of these brands: Free Assembly will be in every store nationwide, and Scoop will be in half. Inventory has doubled, and customer demand remains high.
Fashion for All
Maxwell believes beautiful clothing should be accessible, and Incandela said Walmart is "America’s personal stylist.” Their presence at Fashion Week underscores this mission, positioning Walmart not just as a value retailer, but as a fashion destination.
By combining top-tier design, expanded distribution and inclusive pricing, Walmart is proving that great fashion isn’t exclusive – it’s for everyone.
