NEW YORK -- Oscar de la Renta, Kenneth Cole, Perry Ellis, and ... George? Wal-Mart staked its claim among high-end fashion designers earlier this month during New York's Fashion Week by showing off its hottest fall juniors' apparel at a Times Square fashion show. The show, which was also sponsored by top teen fashion magazine ELLEgirl and television show "America's Next Top Model," is the latest effort in Wal-Mart's effort to revamp its image.

"This show is meant to share with our customers and the community at large what's new, fun and in stores," said Celia Clancy, Wal-Mart's vp of product development. "It's just one spoke in the wheel of our strategy in terms of being relevant and fresh with our consumer."

Wal-Mart also just launched a fall ad campaign in this month's Vogue, signed a multiyear music deal with country crooner Garth Brooks that might include exclusive products and teamed up with pop group Destiny's Child for a holiday promotion. In addition, Wal-Mart will launch an exclusive ELLEgirl shoe line, called Dare2B. The shoes will debut with seven styles in 300 stores this month and expand to 500 stores in November. And the retailer isn't just stopping there, said Raol Vazquez, vp of marketing for Walmart.com.