Walmart is taking a page out of Target's playbook and launching a fashion line with Ellen DeGeneres, and everything costs less than $30

WalmartWalmart and Ellen DeGeneres are launching a new fashion line.
  • Walmart and Ellen DeGeneres are launching a new affordable fashion line called EV1.
  • The line, which is launching September 10, will feature denim, t-shirts, accessories, and sneakers that cost less than $US30.
  • The new line is part of a series of moves that Walmart has made this year to establish Walmart.com as a fashion destination.

Walmart is partnering with Ellen DeGeneres to launch a new fashion line featuring denim, t-shirts, accessories, and sneakers that all cost less than $US30.

The brand, called EV1, will launch September 10 on Walmart.com. Select styles from the range will also debut in more than 2,300 Walmart stores. The line will initially feature nearly 60 items.

“The core of the EV1 collection is denim – an iconic American staple,” Denise Incandela, Walmart.com’s head of fashion, wrote in a blog post on Wednesday. “We, along with Ellen, wanted to make a line that worked for everyone (EV1). Designed to be effortlessly stylish, EV1 was inspired by Ellen’s own confidence and optimism (think tees with inspirational sayings, elevated denim and, of course, fantastic sneakers). It’s cool, fun and accessible.”

By partnering with Ellen DeGeneres, Walmart is following in the footsteps of Target and Kohl’s, which are well-known for their celebrity fashion collaborations.

Most of Target’s collaborations – aside from a recent partnership with HGTV stars Chip and Joanna Gaines – are temporary, however, and some sell out in a matter of days.

Walmart’s collaboration with Ellen DeGeneres will instead be a permanent collection with new styles rolling out seasonally.

Shoppers will be able to find EV1 under the “everyday brands” tab on Walmart.com’s fashion landing page.

The new line is part of a series of moves that Walmart has made this year to establish Walmart.com as a fashion destination, Incandela wrote.

Walmart redesigned its website earlier this year to make it easier to shop and has partnered with Lord & Taylor to add a new “premium brands” tab to its website, featuring 125 upscale brands sold by the department-store chain.

Now, the company says it is focusing on growing its fashion assortment.

“With the foundation now laid, we’re excited to focus on broadening our fashion assortment,” Incandela wrote.

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