Ryan Hughes: Strategy & Creative Development
As a judge on Project Runway and red carpet host for the Oscars, Brandon Maxwell is a genuine fashion icon - so when he was named Creative Director for two of Walmart’s private label brands, it made a huge impact to the retailer’s apparel business. Being that Brandon is a big proponent of making fashion as accessible as possible, we invited in store to do just that - show ordinary shoppers how to style themselves affordably.
Setting up at a store in his hometown of Austin, Texas, we took over the entire apparel pad and created a stage custom designed to help bring the Free Assembly summer collection to life. From there he conducted series of live-styling and Q&A sessions, working with local fashion influencers and volunteer “models” from the crowd. Attendees were also given an exclusive limited-edition tote bag, designed by Brandon himself.