On 19 October 2022, British actress Millie Bobby Brown’s beauty brand, ‘florence by mills’, celebrates its fashion premiere alongside ABOUT YOU, in a collaboration negotiated by Millie’s global licensing Partner, IMG. All 76 pieces are inspired by the values of ‘florence by mills’, offering cosy and extraordinary styles that make you feel good, with a conscious approach. Overall, the new international collection consists of playful yet mature highlights that reflect Millie herself. The aim is to create a collection that inspires fun and positivity, while encouraging personal expression and self-confidence in everyday situations. ‘florence by mills’ exclusive for ABOUT YOU is exclusively available from 1pm (CET) in all 26 ABOUT YOU online shops across Europe.
The ‘florence by mills’ exclusive for ABOUT YOU collection brings together two well-loved and established brands that will make a splash in the apparel sector. “For ABOUT YOU it is strategically important to collaborate with ‘florence by mills’ and its founder Millie Bobby Brown, as it is truly a brand created by a Gen Z for Gen Z. In the long term we want to build one of the biggest Gen Z fashion brands in Europe together,” explains Julian Jansen, Director Content at ABOUT YOU. “We’re proud of the fantastic synergies between our two brands and it’s a privilege to be the exclusive partner of ‘florence by mills’ to transfer the brand into the fashion industry. With our many years of fashion expertise, we’re a strong counterpart at Millie’s side. Together we’ve designed an outstanding collection for Gen Z and beyond who have fun with clothes and like to experiment with different styles,” continues Sofia Hagemeier, Team Lead Exclusive Cooperations at ABOUT YOU.
‘florence by mills’ exclusive for ABOUT YOU is the first fashion collection of the co-branding project. The autumn/winter drop consists of styles that have the right amount of sophistication to be worn and combined for any occasion. All pieces represent the perfect mix of casual chic and comfy cute: bright and colourful looks – with a global inspiration – featuring a variety of pastels mixed with white, black and brown. In addition, the ambition was that everyone should feel cosy, special and appreciated in the everyday styles. “Everyone should define beauty on their own terms, which is the message behind all of my products: uniqueness and individuality. With my brand ‘florence by mills’ I want to encourage young women to show themselves the way they are and to be confident with their choices. It helps to have a positive outlook on life and always with the right pinch of fun. I wanted to create fashion that doesn’t conform to trends and lives by its own rules,” says Millie Bobby Brown.
The concept of the shooting emphasises the idea of the collection: a playful but sophisticated set-up which represents fun and in which you can feel absolutely free. At a picturesque golf course in London, with Millie herself as the model, the creative images give the customers something to smile about and reflect on at the same time. The actress was intentionally photographed in slightly “absurd” situations such as vacuuming the lawn, cutting the grass with nail scissors or wearing lampshades as a hat. The collection was filmed by Millie’s brother Charlie Bobby Brown, who gave the whole campaign a slight retro touch.
The exclusive styles will be available from 19 October 2022 in all 26 European ABOUT YOU online shops in sizes XS to XXL and cost between 29.90 € and 139.90 €.