Prabal Gurung Launches Impower Brand Online With Walmart

The designer’s new Impower brand is meant to relay “I am power“ and masks will be the first products. Debuting online today, the $14 items will have a charitable component. The Centers for Disease Control Foundation will be the donation recipient for the debut collection. All donations made to its Coronavirus Emergency Response Fund are used for medical supplies, increasing lab capacity, supporting vulnerable communities and other pandemic-related needs.

Gurung, who owns the Impower brand, will be leveraging his social media channels to promote the @impowerus Instagram account, where all the Impower brand’s content will live. With a second line already in the works for the holiday that will include fashion accessories, the designer intends to expand Impower into other categories like home decor.

With consumer engagement and data collection top-of-mind for so many companies, Gurung acknowledged that his strong social media following was a big draw for Walmart. “Our conversation with them is pretty much that. Yes, there’s a presence. There is a name recognition. There is engagement. I have amassed very active followers across my multiple channels of communication. But I think what also proved true to them is what the Impower brand stands for.

As for why Gurung decided to work with Walmart, he said he was impressed by how the retailer mobilized during the pandemic, such as drive-thru COVID-19 testing and give-back programs. “It’s also an opportunity for me to work with another audience and activate a new community,” he said.

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