Free Assembly

FW 2025

Free Assembly, Walmart's in-house fashion brand, offers a fresh take on Americana. Under the creative direction of Brandon Maxwell, the brand brings a thoughtful, cohesive aesthetic to Walmart Fashion, delivering well-made, classic pieces that fit seamlessly into everyday life. Supported by celebrity talent, Free Assembly stays culturally relevant by connecting with the voices and influencers who shape today’s trends and conversations.
 
 

 

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Photographer: Ben Toms
DP & Director: Robbie Corral
BTS & Film: Jessy Price
Featuring: Keyla Monterroso Mejia, Jake Lacy, Cleopatra Coleman, Erin Moriarty

ECD: Jillian Haney
CD: Gala Slater
ACD: Jarod Tabor, Isabelle Rancier
SAD: Bella Raykhman

Design Director: Kevin Rosales

Production Designer: Marla Weinhoff
Styling: Robbie Spencer
Hair: Edward Lampley
Makeup: Fulvia Farolfi

Editing: Graham Patterson

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Chandelier

Bella is an Art Director with a propensity for conceptualizing bespoke, elevated creative. Her work is always rooted in craft, leading to authentic, ownable, and refined brand worlds.

She's based between New York & London.

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