Free Assembly is Walmart’s largest private fashion brand, redefining everyday style through a modern take on classic American design. Grounded in timeless essentials and refreshed each season with thoughtful, on-trend updates, the collection offers versatile wardrobe staples made to last. To build awareness and connect with today’s culture, Free Assembly comes to life through campaigns featuring culturally relevant faces who reflect how America dresses today. With an accessible price point and availability in more than 4,000 stores nationwide, just minutes from where most Americans live, Free Assembly makes elevated, well-crafted style easy to wear, find, and love.

Scoop Creative Director: Brandon Maxwell
Walmart GCD, Head of Style: Jillian Haney
Walmart CD, Private Brands: Gala Slater

Spring 2026