The Budget Babe | Affordable Fashion & Style Blog

New at Walmart: EV1 by Ellen DeGeneres

Ellen Degeneres is launching a fashion line with Walmart
Walmart is teaming up with TV-personality and comedian Ellen DeGeneres on a new affordable women's fashion line launching September 10. The line dubbed EV1 will feature nearly 60 items, ranging from denim and tees to accessories and footwear, priced under $30.

The line will also offer a wide range of sizes.

Per the press release: "Designed to be effortlessly stylish, EV1 was inspired by Ellen’s own confidence and optimism (think tees with inspirational sayings, elevated denim and, of course, fantastic sneakers). It’s cool, fun and accessible."

Beginning on September 10, the full assortment will be available on with new items launching seasonally. Walmart will also offer a select assortment in about 2,300 stores.

This is just one of many new efforts by Walmart to become a fashion destination. I think I speak for many of us when I say we shoppers would love to see more items in stock online, in-store availability information, and better search results. When I'm looking for Time & Tru, for instance, I don't want to get results from Lord & Taylor premium brands or other random items you might expect to see on Amazon or eBay. But I guess Walmart wants us to move away from shopping for items that are just available in store if they're going to build their fashion empire.

Also, on a sidenote, a fashion line effectively called "Everyone" represents a sort of sea change for the fashion biz, which has historically represented "exclusivity" even if it's just a perception on the consumer's end. I'm all for inclusivity but wonder whether this is just a marketing fad. It's no doubt in response to the current political climate and I'm glad to see brands and retailers expanding sizes, showing more diversity with models, and spreading a positive message of acceptance and tolerance.

What do you think of the recent changes and new offerings?
Two thumbs up! I've been shopping both online and instore. Time and Tru seems to be a keeper, well designed and sewn....keep it up Walmart!
#1 margot filley on 2018-09-05 13:34 (Reply)
Glad you've found some goodies from this line, Margot!
#1.1 The Budget Babe on 2018-09-06 20:20 (Reply)
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