Florence by Mills is entering the fashion era.
Actress Millie Bobby Brown on Thursday launched her own fashion brand, Florence by Mills Fashion, in partnership with Delta Galil USA, the global manufacturer and owner of fashion labels Seven For All Mankind, Splendid, PJ Salvage and more.
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“I started with skin care and beauty, which has been my great passion since I was little. I’ve always loved makeup, but I realized skin care is just as important. Then as you grow up you think: ‘Oh, I love coffee; “I have a lot of dogs — I want cute collars for my dogs, and I want to be approachable and be able to drink coffee on the go,” Brown told WWD of her brand’s successful multi-category expansion, from beauty and skin care to coffee, fragrance, pet fashion now.
“I started thinking clothes were the next step,” Brown told WWD, explaining that turning 20 next year influenced the “Stranger Things” actress to start thinking about her personal style, as well as the Gen Z demographic and her friends. styles.
“We all go to work or university and I want to wear something that makes me feel comfortable, if I want to show some skin I can do that, but if I’m feeling more insecure that day, I want to be able to wear something that I can throw on and feel good in. I always have those thoughts in mind.” begins: ‘Is there anyone else feeling this way? Maybe they do!’ “Customers and consumers know what the gap in the market is, and my fans definitely knew it too,” he said.
Brown’s partnership with Delta Galil USA highlights 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 from inclusive styles and lower-impact fabrics that are comfortable to wear,” said Heather Mee, marketing manager for Delta Galil USA. . Aiming for a “planet-friendly approach,” the feel-good brand is designed with recyclable fabrics and 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 variety of loungewear and basics, including crewneck sweatshirts, sweatpants, zip-up hoodies, tanks, t-shirts, cropped sets and matching bottoms. The range is designed to be an inclusive ready-to-wear, loungewear, sportswear and friendly label driven by optimism, self-confidence and comfort.
“This is my everyday wardrobe, which is why it was so easy for me. I wear comfortable clothes every day. I don’t wear jeans – my fiancee [Jake Bongiovi, son of Jon Bon Jovi] He rarely sees me in jeans. I always wear loungewear when I go to work, when I go to the grocery store, when I walk my dog. When summer comes and I’m not wearing sweatpants or a hoodie, I still want to wear something comfortable but cooler. “So we created a range of wonderful, comfortable, stretchy materials and products,” she said while wearing one of the collection’s crop tops (along with a matching tee, bralette and soft shorts, noted as a personal favorite style).
The collection was curated in conjunction with Delta Galil USA, and Brown hand-selected each style’s fabrication, silhouette, and playful pastel palette.
“Pastel stems from my love of pastels and pastel purple has been the leading color for Florence by Mills’ overall brand. We branch out into beautiful yellows, pinks and blues; Things that are a little more fun, have vibrant colors, but are still in vintage tones so you can wear them out and feel comfortable. I personally have no problem wearing bright colors, but I know some of my friends will say, ‘I’m not wearing hot pink today.’ “You want to create variety so everyone has something to wear,” he added.
What is your brand’s biggest message to customers?
“I always said this to Florence, but it was: ‘Feel what you feel.’ Ultimately, I want you to feel comfortable. I want you to feel like you can move within whatever is happening on your skin and that nothing is holding you back. There is nothing more frustrating than not being able to move your arms or move freely. “I want to be able to wear things and feel like they’re not wearing me,” she said, adding that she hopes customers feel confident, happy and the best versions of themselves when wearing the pieces.
In addition to the brand’s feel-good message, Florence by Mills Fashion will donate a portion of its proceeds to organizations close to the actress’s heart, including Girls Inc., One Tree Planted and Joey’s Friend.
Going forward, Brown said she’s excited to explore more designs with Delta Galil USA, but she’s not particularly interested in the brand actively following fashion trends. Instead, he’ll focus on producing “accessible and affordable products for my fans” and listening to his fans, because “they have such a big say in what we do.”
The brand’s first collection of loungewear and basics will be available on January 25 with a waiting list, and the styles will be available in the US and UK on Florence Mills Fashion’s website in early February. Following launch, the brand will release frequent discounts throughout the year, with prices ranging from $8 to $95.
Talking about the future categories and plans of his growing brand, Brown said: “The beauty industry, the fashion industry and even the food industry are constantly evolving. The important thing has always been that Florence grew with me. Whatever I was experiencing, whatever I was feeling, I tried to place it in the universe. So I think it will naturally evolve with who I am and my demographic and my fans. I founded the brand when I was 14 years old. It would probably be easier if we stayed in the 14-16 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 needs to grow with me, so that naturally leads to that.”
Launch Gallery: Millie Bobby Brown on Her First Smell, Wedding Planning, and the End of ‘Stranger Things’
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