by Florence by Mills is entering its fashion era.
Actress Millie Bobby Brown launched her fashion label, Florence by Mills Fashion, on Thursday in partnership with Delta Galil USA, 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 big passion of mine since I was young. I have always loved makeup, but I discovered that skin care was 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 drinking coffee that’s accessible and on-the-go,” Brown told WWD about the successful multi-category expansion of her brand, which ranges from beauty and skin care to coffee, fragrances , pets and now, fashion.
“I started thinking that clothes are 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 with its Gen Z demographic and its friends’ styles.
“We’re all going to work or college, and I want to wear something that’s 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. an outfit that I can have and feel good in. It always starts from those thoughts — Does anyone else feel this way? Maybe they are!’ The customers and consumers know what the gap is in the market and my fans certainly knew,” she said.
Brown’s partnership with Delta Galil USA is furthering her vision of comfortable, confident fashion.
“Millie and our team saw a great opportunity to turn the ready-to-wear market on its head by creating thoughtful pieces made with inclusive styles and lower-impact fabrics that people can feel comfortable wearing,” said Heather Mee, chief executive Delta Galil USA marketing. . Aiming for a “planet-friendly approach,” the feel-good brand was designed with recyclable fabrics including eco vero, recycled nylon, organic cotton, Lenzing fibers and more, and uses corozo buttons natural and poly-biodegradable bags.
Brown’s first “Cozy Crush” collection from Florence by Mills Fashion features a selection of loungewear and basics, including crewneck sweatshirts, sweatpants, zip-up hoodies, tank tops, T-shirts, crop tops and matching tees . The line was conceived to be a comprehensive ready-to-wear, lounge, active and personal clothing label rooted in hope, confidence and comfort.
“That’s my everyday wardrobe, and that’s why it was so easy for me. I wear sofa clothes every day. I don’t wear jeans – my girlfriend [Jake Bongiovi, son of Jon Bon Jovi] I rarely see in jeans. I’m always in loungewear when I go to work, when I’m going to the grocery store, on dog walks. When it’s summer and I’m not wearing sweatpants or a hoodie, I want to wear something that’s still loungewear but cooler. So, we’ve created a wide range of amazingly comfortable stretchy materials and products,” she said while wearing one of the collection’s tops (or a personal favourite, along with the matching T-shirt, bralette and shorts soft).
The line was kept alongside Delta Galil USA, with Brown choosing every style’s fabrication, silhouette and fun pastel palette.
“The pastels stem from my love of pastels and in Florence according to the overall Mills brand, pastel purple is a leading colour. We are expanding into beautiful yellows, pinks and blues, things that are a little more fun, that have a pop of color but are still toned back so you can wear it out and feel comfortable. I’m personally good at wearing bright colors, but I know some of my friends would say, ‘I’m not going to wear hot pink today! You just want to create variety so that everyone has something to wear,” she said.
Her brand’s biggest message to customers?
“I’ve always said this to Florence but it’s, ‘Feel whatever you feel.’ Ultimately I want you to feel comfortable. I want you to feel like no matter what is going on on your skin, you can move into it and you can feel that nothing is holding you back. There is nothing worse than not being able to move your arms or move 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 versions of themselves with the pieces. wearing them.
In addition to the brand’s goodwill message, Florence by Mills Fashion will be donating part of the proceeds to organizations close to the actress’s heart, such as 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 that she’s not necessarily interested in the brand actively following fashion trends. Instead, she’ll be focusing on making “products that are accessible and affordable for my fans,” and listening to her fans, “because they’re a huge influence on what we do.”
The brand’s first collection of loungewear and basics will launch with a waiting list on January 25, and styles will launch for purchase in the US and UK on Florence by Mills Fashion’s website in early February. After the launch, the brand will release several drops throughout the year, with prices ranging from $8 to $95.
Speaking to categories and future plans for her growing brand, Brown said, “the beauty industry, the fashion industry and even the food industry are constantly changing. The biggest thing is always that Florence grows with me. Whatever I’m going through or whatever I’m feeling, I try to put it into the Universe. So I think it will naturally evolve with me and my demographic and my fans. I made 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 what I do, so the brand has to grow with me, which naturally moves forward.”
Launch Gallery: Millie Bobby Brown on Her First Perfume, Wedding Planning and the End of ‘Stranger Things’
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