×

Ellen DeGeneres, Kendall and Kylie Jenner, Lead Walmart’s Celebrity Collaborations for the Holidays

Walmart is counting on celebrity collaborations for a happy holiday this year, as the retail giant aims to keep pace with its rivals over the busy fourth-quarter shopping season with exclusive new launches for its website and stores.

Among the big pushes: Ellen DeGeneres’ “EV1” collection, which launched at Walmart this fall, and features nearly 60 items curated by the entertainer, ranging from denim and tees, to accessories and footwear. Inspired by the talk show host’s confident, carefree style, the collection includes slogan T-shirts, bomber jackets, jeans, athletic wear, bags, and sneakers, all priced under $30. The line offers a range of sizes, from XS to XXXL. As the name suggests, the clothing is meant to be fun and accessible, designed to work for everyone (“EV1”).

ellen degeneres walmart ev1 collection

DeGeneres, who’s dubbed herself the “chief design enthusiast” and “comfy content reviewer,” says it was a no-brainer to collaborate with Walmart, who already partner with her talk show on a number of give-back and viewer outreach initiatives. (The company provided scholarships to the entire graduating class of a Brooklyn high school during an episode last February).

“This whole collection is rooted in love and spreading love, and I think that’s such an important message,” DeGeneres says. “So whether it actually says ‘love’ or there’s a heart, it’s just a way to remind people that love is love, and love is powerful. There’s something for everyone here and I’m excited to see people excited about it.”

“This year, we’ve been hard at work transforming the fashion experience on Walmart.com,” says Denise Incandela, head of fashion for Walmart eCommerce U.S. “The launch of EV1 is one of many steps we’re taking to establish Walmart.com as a fashion destination, and I can’t wait for everyone to check it out.”

DeGeneres will launch a new EV1 holiday collection in December, and she’s curating a monthly list of favorite finds on Walmart.com called “Ellen’s List.” November’s list includes everything from personalized marble and wood coasters ($35) to the popular Nest Hello video doorbell ($189).

kendall-kylie-walmart-weekend-bag

DeGeneres isn’t the only celebrity tapped by Walmart this holiday season. The retailer is also teaming up with Kendall and Kylie Jenner to launch an exclusive handbag and accessories collection under the “Kendall + Kylie” brand. From faux leather backpacks to metallic clutches and fanny packs, every piece in the collection (which you can view here) is priced under $36. The sisters, who also have a higher-end line of apparel and footwear that sells in stores like Shopbop and Nordstrom, are hoping to reach a larger audience with the affordable collection, while Walmart is no doubt looking to tap into the duo’s fan following to boost its fortunes among teen shoppers.

Walmart is also counting on its celebrity partnerships in the food and entertaining space to help move the needle this winter. Food blogger and television personality Ree Drummond (aka “The Pioneer Woman“) has collaborated with the retailer on a custom-designed Instant Pot (which was one of the best-selling holiday gifts last year). Drummond has also released a new bedding collection for Walmart online.

And, just in time for Thanksgiving, Patti LaBelle’s line of baked goods (think pumpkin pie and caramel cake) is now available for online grocery pickup. LaBelle, who launched with Walmart in 2015, developed her line of pies, cakes, and desserts based on recipes passed down through her family. The collaboration with Walmart has proven successful for both parties. At one point after launching, Walmart says it was selling one pie per second for 72 hours straight, after a video went viral of a LaBelle fan effusively praising the singer’s namesake sweet potato pie.

VarietySPY editorial products are independently selected. If you buy something through our links, PMC may earn an affiliate commission.

More Biz

  • Baby Yoda - The Child Animatronic

    Hasbro's Adorable Baby Yoda Animatronic Toy Is Already Sold Out on Disney's Online Store

    The Force remains strong for toys based on Baby Yoda, the breakout star of Disney Plus original series “The Mandalorian.” Less than a day after becoming available for pre-order, Hasbro’s new $59.99 Baby Yoda animatronic toy is no longer available on Disney’s official online store: As of Friday morning, Shop Disney listed it as “sold [...]

  • BTS Leads Spotify’s New Music Friday

    BTS Leads Spotify’s New Music Friday Playlist Rebrand

    Spotify has launched a global rebrand of its popular New Music Friday playlist, which this week features BTS, The Weeknd, Noah Cyrus, Trippie Redd, Kenny Chesney, Rei Ami and others. The revamped playlist, which has 43 versions worldwide, has more than 3.5 million followers in the US and eight million globally. New elements include a [...]

  • Donna Rotunno Gloria Allred

    Donna Rotunno Complains to Judge About Gloria Allred Attacking Her in the Media

    Harvey Weinstein’s lead attorney Donna Rotunno asked the judge to silence Gloria Allred, the high-powered attorney who is representing three women who’ve testified in the New York rape trial. Before the jury entered the courtroom on Friday morning, the fourth day of deliberations, Rotunno made a complaint on the record to the judge regarding Allred’s [...]

  • Revelries Sign With Edgeout Label via

    Revelries Sign With Edgeout Label via Universal’s Catalog Division

    Louisiana band the Revelries has signed a development deal with Edgeout, a label that will release music via Universal’s catalog division UMe. The band is managed by Red Light. “Edgeout Records is committed to discovering the next generation of rock artists,” said label chief Tony Guanci, who signed an exclusive global deal to release bands [...]

  • MadeFor Productions

    Endemol Shine Sets Up German Scripted Label Ahead of Banijay Acquisition (EXCLUSIVE)

    “Black Mirror” and “Peaky Blinders” producer Endemol Shine Group has set up a new scripted label in Germany, Variety can reveal. Based in Berlin and led by joint CEOs Nanni Erben and Gunnar Juncken, MadeFor Film will focus on both high-end TV series and feature films for the domestic and international markets, as well as [...]

  • Deborah Dugan

    Recording Academy in Mediation with Ousted CEO Deborah Dugan

    The Recording Academy and its ousted president and CEO Deborah Dugan have officially entered mediation, just over a month after their dispute broke into the open, sources confirm to Variety. While a report in Billboard states that mediation began today, a source tells Variety that the two parties have been in communication for at least [...]

More From Our Brands

Access exclusive content