×
You will be redirected back to your article in seconds

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.

Popular on Variety

More Biz

  • Barron HiltonBarron Hilton 1990

    Famed Hotelier Barron Hilton Dies at 91

    Barron Hilton, a famed hotelier who helped expand the Hilton Hotels empire and a founding owner of the Chargers NFL football team, has died, the Conrad N. Hilton Foundation announced. He was 91. “Today the world of hospitality mourns for one of the greats. Barron Hilton was an incredible family man, business leader and philanthropist. [...]

  • Patrick Whitesell and Ari Emanuel WME

    Endeavor Targets Sept. 27 for Stock Debut, IPO Video Tells Company's Origin Story

    After years of preparation, Endeavor is set to make its formal Wall Street debut on Sept. 27, when its stock will begin trading on the New York Stock Exchange. Endeavor has targeted Sept. 26 for the final pricing of its shares. The stock will trade publicly the following day. Earlier this week, Endeavor said its [...]

  • Netflix - Apple TV

    Netflix Stock Drops After CEO Acknowledges 'Tough Competition' Coming From Disney, Apple

    Netflix shares fell as much as 7% Friday to a nine-month low, coming after CEO Reed Hastings commented that the November launches of Disney Plus and Apple TV Plus will introduce a “whole new world” of competition. Hastings, speaking at the Royal Television Society conference Friday in Cambridge, England, said, “While we’ve been competing with [...]

  • Charlie Rose Sexual Harassment

    Charlie Rose Sued for Sexual Harassment by Longtime Makeup Artist

    A makeup artist who worked for Charlie Rose for 22 years has filed a sexual harassment lawsuit, accusing the former CBS and PBS host of years of unlawful behavior toward female employees. Gina Riggi alleges that Rose was verbally abusive with her and would often make derogatory comments about her weight. She also alleges that [...]

  • Rob Stringer

    Sony Music Chief Rob Stringer on Sustaining Growth and Recovering From the 'Dark Times'

    The Goldman Sachs Communacopia conference, now in its 28th year, gives top executives at major companies the opportunity to make their case to investors — and the Goldman analysts the opportunity to keep things on the up and up. While the analysts don’t necessarily grill the executives, they don’t lob softball questions either. That was [...]

  • Frank Grillo'Avengers: Endgame' Film Premiere, Arrivals,

    Matt Phelps Tapped as President of Joe Carnahan, Frank Grillo's Warparty

    Frank Grillo and Joe Carnahan’s Warparty productikon banner has appointed Matt Phelps president of the company. Phelps will head the Los Angeles office and be responsible for overseeing all film and television projects. “We searched long and hard to find the right fit for Warparty and felt that Matt embodied everything that we were looking [...]

  • Jack Gilardi, Longtime ICM Partners Agent,

    Jack Gilardi, Longtime ICM Partners Agent, Dies at 88

    Jack Gilardi, a longtime ICM Partners agent who represented such stars as Burt Reynolds, Sylvester Stallone, Jerry Lewis, Charlton Heston and Shirley MacLaine, died Thursday at his home in Los Angeles. He was 88. Gilardi was known for his gentlemanly style, love of the Los Angeles Dodgers and his skill at representing top actors. He [...]

More From Our Brands

Access exclusive content