About You links with Millie Bobby Brown as she adds fashion to beauty brand
Millie Bobby Brown’s Florence By Mills brand has launched its first fashion collection exclusively at About You. The British actress — best known for her role in Stranger Things — has linked up with Otto Group’s fashion e-tailer to extend her beauty brand into clothing in a collab negotiated by her global licensing Partner IMG.
About You said that all 76 pieces in the new collection “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”.
The launches is on Wednesday in all 26 European About You online shops. The pieces come in sizes XS to XXL and cost between €29.90 and €139.90.
The company’s director of content Julian Jansen added that this is a collection “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”.
Sofia Hagemeier, who is About You's team lead exclusive cooperations, added: “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.”
The AW22 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”.
The supporting imagery was shot at a golf course in London, with Brown 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”.
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