Florence by Mills enters the fashion era.
Actress Millie Bobby Brown launched her fashion label, Florence by Mills Fashion, on Thursday in partnership with Delta Galil USA, the global manufacturer and owner of fashion companies Seven For All Mankind, Splendid, PJ Salvage and more.
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“I started with skin care and beauty, which has been a passion of mine since childhood. I’ve always loved makeup, but felt skin care was just as important. As you get older you think, “Oh, I like coffee; I have a lot of dogs – I want cute collars for my dogs and drink coffee that is accessible and on-the-go,” Brown told WWD of her brand’s successful expansion into multiple categories, which ranges from beauty and skin care to coffee, fragrance, pets and now, fashion.
“I started thinking that clothing was the next step,” Brown told WWD, explaining that turning 20 this year influenced the “Stranger Things” actress to think about what her personal style is, as well as her demographics of Gen Z and their friends. styles.
“We all go to work or college, and I want to wear something that is comfortable for me. If I want to show some skin, I can, but if I’m feeling more insecure that day, I want to be able to have that too. an outfit that I can feel good in. It always starts with those thoughts: Does anyone else feel this way? Maybe!’ The customers and consumers know what the gap in the market is and my fans certainly knew that,” she said.
Brown’s collaboration with Delta Galil USA brings forward her vision of comfortable, confident fashion.
“Millie and our team saw a significant opportunity to disrupt the ready-to-wear market by creating thoughtful pieces made with inclusive styles and lower-impact fabrics that are comfortable to wear,” said Heather Mee, Chief Marketing Officer of Delta Galil USA . . With a ‘planet-friendly approach’ in mind, the feel-good brand is designed with recyclable fabrics including eco vero, recycled nylon, organic cotton, Lenzing fibers and more, and uses natural corozo buttons and biodegradable poly bags.
Brown’s first Florence by Mills Fashion “Cozy Crush” collection features a selection of loungewear and basics including crewneck sweatshirts, sweatpants, zip-up hoodies, tanks, T-shirts, short sets and matching base layers. The line is designed as an inclusive ready-to-wear, lounge, activewear and intimate label, rooted in optimism, self-confidence and comfort.
“That’s my everyday wardrobe, and that’s why it was so easy for me. I wear loungewear every day. I don’t wear jeans – my fiance [Jake Bongiovi, son of Jon Bon Jovi] rarely sees me in jeans. I always wear loungewear when I go to work, when I go to the supermarket, when I walk the dog. When it’s summer and I’m not wearing sweatpants or a hoodie, I want to wear something that’s still loungewear, but cooler. That’s why we’ve created a range of beautiful, comfortable stretchy materials and products,” she said as she donned one of the collection’s cropped tops (known as a personal favorite style, alongside the matching T-shirt, bralette and soft shorts).
The line was co-curated with Delta Galil USA, with Brown hand-selecting each style’s fabrication, silhouette and playful pastel palette.
“The pastel colors come from my love for pastel colors and in the umbrella brand of Florence by Mills, pastel purple is a leading color. We’re expanding into beautiful yellows, pinks and blues, things that are a little bit more fun, have a pop of color but are still toned down so you can wear them and feel comfortable. Personally, I’m okay with wearing bright colors, but I know some of my friends would say, “I’m not going to wear bright pink today!” You just want to create variety so that everyone has something to wear,” she added.
Her brand’s biggest message for customers?
“I’ve always said this to Florence, but it’s, ‘Feel what you feel.’ Ultimately, I want you to feel comfortable. I want you to feel like no matter what happens on your skin, you can move in it and there’s nothing holding you back. Nothing is more annoying than not being able to move your arms freely. I want to be able to wear something and feel like it’s not wearing me,” she said, adding that she hopes customers feel confident, happy and the best version of themselves when they wear the pieces.
In addition to the brand’s feel-good message, Florence by Mills Fashion donates a portion of the proceeds to organizations close to the actress’s heart, such as Girls Inc., One Tree Planted and Joey’s Friend.
In the future, Brown said she would like to explore more designs with Delta Galil USA, but isn’t necessarily interested in the brand actively following fashion trends. Instead, she will focus on making “products that are accessible and affordable for my fans,” and on listening to her fans, “because they have a big voice in what we make.”
The brand’s first collection of loungewear and basics will launch on January 25 with a waiting list, and the styles will go on sale in the US and UK on Florence by Mills Fashion’s website in early February. Following the launch, the brand will release regular offers throughout the year, with prices ranging from $8 to $95.
Speaking about future categories and plans for her growing brand, Brown said: “The beauty industry, the fashion industry and even the food industry is constantly evolving. The most important thing has always been that Florence grows with me. Whatever I’m going through or whatever I’m feeling, I’ve tried to put it out into the universe. So I think it will evolve naturally with who I am, my target audience and my fans. I created the brand when I was 14. It would probably be easier if we just stayed in the 14- to 16-year-old demographic, but I don’t want to do that. I want to be able to use the things I make, so the brand has to grow with me, which of course moves along with it.”
Launch Gallery: Millie Bobby Brown on Her First Fragrance, Wedding Planning and the End of ‘Stranger Things’
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