Brandon Maxwell and Walmart: Bringing High Fashion to Everyone

PetitePaulina – When luxury meets accessibility, transformation happens. That is exactly what Brandon Maxwell and Walmart have accomplished together. In March 2021, Maxwell a celebrated American designer and former celebrity stylist became the creative director for Walmart’s private fashion brands, Scoop and Free Assembly. His goal was simple but meaningful: to bring beautiful, high-quality fashion to everyone, not just the elite. For Maxwell, this was about more than style. It was about democratizing fashion and bringing joy to people through clothing. Nearly five years later, this partnership has reshaped Walmart’s reputation, showing that fashion can be stylish, modern, and affordable all at once.

From Texas Roots to Global Fashion Stages

Maxwell’s story began far from the glamour of runways. Growing up in Texas, he worked in his grandmother’s women’s boutique. There, he discovered how clothing could change how someone felt confident, elegant, or simply happy. That feeling stayed with him. Even after building his own luxury label and dressing Hollywood stars, he never forgot where he came from. He dreamed of creating clothes that his friends and family back home could wear too. When he joined Walmart, that dream finally became real. “I wanted people in my town to feel that same joy when trying on clothes,” he said. “And Walmart was the only place where that could truly happen.”

Purpose Beyond Prestige

Maxwell didn’t join Walmart for prestige. He joined for purpose. “I hadn’t seen many designers make that choice,” he admitted. Yet he saw a chance to redefine accessibility in fashion. Working with Denise Incandela, Walmart U.S.’s executive vice president of fashion, he helped transform the brand’s private collections. Incandela recalls their first meeting vividly: “It was love at first sight. Brandon understood our customers because he was one of them.” Together, they created designs that were fresh, inclusive, and joyful. With prices ranging from $8 to $59, Scoop and Free Assembly now offer style that feels premium but stays within reach. “Everyone deserves great clothes,” Maxwell said. “It’s about quality, not price.”

How Walmart Evolved Into a Fashion Destination

Before Maxwell’s arrival, Walmart was best known for basics T-shirts, jeans, and socks. Today, thanks to his leadership, the retailer offers complete wardrobes for work, special events, and daily wear. His creative direction brought life to Walmart’s campaigns, featuring actors like Erin Moriarty and Jake Lacy, and introduced pop-up shops during New York Fashion Week. These bold moves helped Walmart connect with younger audiences Millennials and Gen Z who now see the brand as both relevant and stylish. Incandela explains, “Brandon’s involvement made people look at us differently. He gave Walmart a new voice in fashion.”

Finding Joy in the Creative Process

For Maxwell, joy is the foundation of every design. “One of my favorite parts of my job is storytelling,” he said. “I do that through clothes, images, and campaigns.” Beyond designing clothes, he now oversees Walmart’s photography, visuals, and influencer collaborations. His work has made Walmart’s fashion feel human, emotional, and relatable. “I love creating something people can connect to,” he explained. “Seeing our campaigns on billboards, knowing that real people wear our designs that’s powerful.” Maxwell believes fashion should make people feel happy and confident, not excluded. This belief drives everything he creates, whether for Walmart or his luxury label.

Lessons From a Mass Market Giant

Maxwell admits that working with Walmart taught him more than a decade in luxury ever could. “The last ten years gave me an education like no school could,” he said. “It wasn’t the big wins that taught me, but the quiet challenges.” Designing for millions of shoppers meant learning to think differently to value practicality as much as creativity. Those lessons also shaped his luxury collections, which now include handbags and home goods. “I’ve learned to design for real lives,” he said. “Whether it’s a $20 T-shirt or a $2,000 gown, the purpose is the same to make people feel good.”

The Future of Democratized Fashion

Today, Brandon Maxwell stands between two worlds luxury and everyday fashion and bridges them with authenticity. His collaboration with Walmart has proven that style doesn’t have to be exclusive. From his sold-out $98 Scoop blazer to pop-up shops that attract new generations, his work has brought fashion closer to everyone. Looking ahead, Maxwell remains focused on joy, inclusivity, and creativity. “I want people to have fun with fashion again,” he said. “Trends will change, but joy never goes out of style.” Through his partnership with Walmart, Maxwell reminds us that fashion isn’t just about what we wear it’s about how it makes us feel.