Ellen DeGeneres' new fashion line to debut at Walmart
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?