The beauty brand from British actress Millie Bobby Brown – florence by mills – has launched its first fashion collection with fashion and lifestyle platform, About You.
The exclusive collection – which launches on 19 October in all 26 About You online shops across Europe – consists of 76 pieces and has been created to inspire ‘fun and positivity’, while encouraging personal expression and self-confidence in everyday situations.
The deal was negotiated by Millie’s global licensing partner, IMG.
“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,” commented Julian Jansen, director of content at About You. “In the long-term we want to build one of the biggest Gen Z fashion brands in Europe together.”
Sofia Hagemeier, team lead exclusive cooperations at About You, 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.”
Millie herself commented: “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.”
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