×

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

  • pharrell brain child show

    'Blurred Lines' Flares Up Again - Marvin Gaye Family Claims Pharrell Perjured Himself

    Like a zombie that just won’t stay dead, the “Blurred Lines” case keeps coming back. While the 2015 verdict, in which Pharrell Williams, Robin Thicke and the song’s publisher were ordered to pay nearly $5 million to Marvin Gaye’s family for infringing upon the late singer’s 1977 hit “Got to Give It Up,” was basically [...]

  • WGA Agency Packaging Fight Placeholder Writer

    WGA-Agency Showdown: Role of Showrunners at Heart of Legal Arguments

    The Los Angeles courtroom of U.S. District Judge Andre Birotte was packed with well-dressed lawyers on Friday morning, eager to watch a high-stakes brawl between Hollywood’s largest talent agencies and the Writers Guild of America. Birotte allowed only four lawyers from each side to sit at each table, leaving the vast majority of the attorneys [...]

  • 700700 + Ted Turner Dedication. December

    Ted Turner Tributes Established With WarnerMedia Gift to University of Georgia

    WarnerMedia has established a scholarship, internship program and exhibition hall at the University of Georgia to be named after maverick media mogul Ted Turner. The company has gifted $550,000 to the university to create the Ted Turner Scholarship Fund, for students attending the school’s Grady College of Journalism and Mass Communication, which is also the [...]

  • WGA Agents Contract Tug of War

    Judge Leans Toward Agencies' Position in Writers Guild Antitrust Suit

    A federal judge indicated on Friday that he will allow the three major agencies to pursue their antitrust lawsuit against the Writers Guild of America. The WGA has urged U.S. District Judge Andre Birotte to throw out the suit, arguing that its actions in its ongoing battle with the agencies are protected under antitrust law. [...]

  • Keli LeeStep Up Women Network 9th

    Keli Lee Exits ABC Studios International as Disney Considers Division's Fate (EXCLUSIVE)

    ABC veteran Keli Lee has left the international arm of ABC Studios as Disney considers the future of the London-based content unit, Variety has learned. Sources said Disney has told the creative community that there “has been a re-evaluation of ABC Studios International” and that it is re-assessing “the creative direction” of the business. There [...]

  • Biggest Scandals Feuds and Apologies of

    Biggest Scandals, Feuds and Apologies of 2019

    Variety looks back on some of the biggest scandals, feuds and apologies of 2019: College Admissions Scandal Wealthy parents including Felicity Huffman and Lori Loughlin were charged with bribing school officials to get their unqualified kids into prestigious universities. Shane Gillis Executives at “SNL” hired, then fired, Gillis in September, before the new season started, [...]

  • Biggest Media Moments of 2019

    From 'Catch & Kill' to Shepard Smith: The Biggest Media Moments of 2019

    Variety looks back on some of the most memorable media events of 2019: ‘Catch & Kill’ Reopens Wounds at NBC News Ronan Farrow’s book relitigates his complaints that NBC News tried to tamp down his investigation of harassment and assault allegations against Harvey Weinstein. NBC News denies the claim. The book contains new allegations against [...]

More From Our Brands

Access exclusive content