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Ellen DeGeneres' new fashion line to debut at Walmart

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Ellen DeGeneres is giving us a reason to go to Walmart.

She’s partnering with the retail giant for a women’s brand called EV1 that will launch in September, according to a story in WWD.

EV1 will debut with about 60 items, including T-shirts, footwear, accessories and denim, which will be the core of the collection.

“Adorableness. Is that a word?” DeGeneres said about the brand. “The biggest inspiration was actually inclusiveness. That’s definitely a word. EV1 promotes kindness and love and diversity. We wanted it to appeal and be available to as many people as possible. Plus, it really is adorable.”

Sizes are all-encompassing, from XS to 3Xl, 0 to 20 for denim and 5 to 12 for footwear, which will be available online only. Prices start at $9 for totes and up to $30 for sneakers.

The entire collection will be available on Walmart.com, with new items presented seasonally, according to WWD. On Sept. 10, more than 2,300 Walmart stores will offer a selection of EV1 products.

 “We, along with Ellen, wanted to make a line that worked for everyone (hence, the name, EV1),” said Denise Incandela, head of fashion, Walmart e-commerce U.S. “Designed to be effortlessly stylish, EV1 was inspired by Ellen’s own confidence and optimism. Think T-shirts with inspirational sayings, elevated denim and fantastic sneakers.”

DeGeneres is already well-established as a designer. In 2014, she launched ED by Ellen DeGeneres, a lifestyle collection of home décor, clothing, footwear and gift items.

EV1 is another step  in the company's efforts to make walmart.com a fashion destination.  EV1 follows the Premium Brands shop which in May launched a Lord & Taylor storefront.

Who knows what will come next?


Related Photos
Talk show host Ellen DeGeneres is launching her new EV1 fashion collection at Walmart and on walmart.com.

Talk show host Ellen DeGeneres is launching her new EV1 fashion collection at Walmart and on walmart.com.

<figure><img src="//cdn2.newsok.biz/cache/r960-4f2dc3dfedc67acfeaec783ada9c2cda.jpg" alt="Photo - Talk show host Ellen DeGeneres is launching her new EV1 fashion collection at Walmart and on walmart.com. " title="Talk show host Ellen DeGeneres is launching her new EV1 fashion collection at Walmart and on walmart.com. "><figcaption>Talk show host Ellen DeGeneres is launching her new EV1 fashion collection at Walmart and on walmart.com. </figcaption></figure>
Linda Miller

Linda Miller always has loved makeup and fashion, especially shoes and handbags. She admits to owning more lipsticks and glosses than many makeup artists, but she's not giving up a single tube. When she got the opportunity to move from... Read more ›

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