Dive Brief:

• Walmart has announced it's working with talk show host Ellen DeGeneres on a new women's line debuting this September dubbed EV1, (which stands for "everyone​"). 
• The collection, available online only starting Sept. 10, will feature 60 or so items, with denim at its core, including tees, accessories and footwear, according to a blog post from Denise Incandela, who now leads Walmart's e-commerce fashion effort in the U.S. after arriving last year from Aerosoles.
• Items will be priced $30 or less, offered in a wide range of sizes, and are designed to be mixed and matched. New items will be introduced seasonally, Incandela said.

Dive Insight:

DeGeneres has very particular taste, and in her own line of apparel and home goods, she has a sensibility that combines whimsy with practicality and classic style. The comedian and talk show host, who broke ground when she came out as a lesbian on television years ago, has forged a following that defies cultural boundaries.

That comes in handy for Walmart, which largely stays above the fray in specific controversial cultural dust-ups but has also worked to combat its reputation as a bad corporate actor by raising wages and forging environmentally-friendly policies.

For her tie-up with Walmart, DeGeneres said that the new line is all about inclusivity. "EV1 promotes kindness and love and diversity," she said in Walmart's post. "We wanted it to appeal and be available to as many people as possible. Plus, it really is adorable."

DeGeneres also has a partnership with Nordstrom, where her apparel, footwear and home goods are sold in stores and online.