Millie Bobby Brown introduces her own clothing brand

Rewritten Article:

Millie Bobby Brown's Fashion Line, Florence by Mills, Launches with Gen Z in Mind

British actress Millie Bobby Brown, known for her role in Netflix's "Stranger Things," has dived into the world of fashion with her brand, Florence by Mills Fashion, produced in collaboration with Delta Galil USA. The line drops its debut collection online in February, catering to the Gen Z audience. The brand's website began accepting waitlist requests on Thursday.

The first drop from Florence by Mills Fashion will include loungewear and basics like oversized sweatshirts, tanks, and short sets. Prices range from $8 to $95, with new items being released each month, as announced.

Millie Bobby Brown has previously ventured into consumer products, launching Florence by Mills beauty line in 2019, the coffee line in 2023, and Florence by Mills for pets through a partnership with Kanine Group in the same year. Brown's fashion line mirrors her desire to create clothing that fits her and her friends, rather than the other way around.

She stated, "I created Florence by Mills Fashion because I felt that there was no fashion line on the market that actually created clothes that were meant to fit me and my friends, instead of us trying to fit into the clothes." Brown emphasizes that each piece from the line should allow wearers to express their individuality and feel confident.

The collaboration between Brown and Delta Galil was facilitated through her global licensing partner, IMG. Delta Galil, a manufacturer of clothing for various fashion companies, owns brands such as 7 For All Mankind, P.J. Salvage, and Splendid.

Heather Mee, chief marketing officer of Delta Galil USA, shared, "Millie and our team saw a considerable opportunity to turn the ready-to-wear market on its head by creating thoughtful pieces made with inclusive styles and lower impact fabrics that can feel comfortable wearing." The collaboration aims to kickstart a 'self-confidence revolution' in the fashion industry.

As part of the brand's business model, Millie Bobby Brown will donate a portion of the proceeds to her favorite charities, including One Tree Planted, Joey's Friends, and Girls Inc.

Stay tuned for the upcoming release of Florence by Mills' Villa Collection, launched April 17, 2025, focusing on summer fashion and individual expression. The website also offers categories like New Arrivals, Clothing, Sleep, Intimates, and Sale items with discounts reaching up to 80% off under the code "big80." The brand encourages community engagement through offers like a 10% discount on the first order for new members, suggesting a customer loyalty or subscription incentive. This approach indicates a focus on digital marketing and social media promotion.

Millie Bobby Brown, known for her role in "Stranger Things," has expanded her ventures into the fashion industry with Florence by Mills Fashion, a brand collaborating with Delta Galil USA.
The fashion line, targeting Gen Z, will launch its debut collection online in February, offering loungewear and basics like oversized sweatshirts, tanks, and short sets, priced between $8 and $95.
Brown, who has previously ventured into consumer products, including a beauty line, coffee line, and pet line in 2019 and 2023, wanted to create clothing that fits her and her friends, rather than the other way around.
Heather Mee, chief marketing officer of Delta Galil USA, mentioned that the collaboration aims to overhaul the ready-to-wear market by creating thoughtful pieces with inclusive styles and lower impact fabrics.
A portion of the proceeds from the fashion line will be donated to Brown's favorite charities, including One Tree Planted, Joey's Friends, and Girls Inc.
The brand encourages community engagement through incentives like a 10% discount on the first order for new members, hinting at a customer loyalty or subscription model.
In addition to the 2023 debut collection, Florence by Mills Fashion will launch the Villa Collection, focusing on summer fashion and individual expression, on April 17, 2025. The brand also offers categories like New Arrivals, Clothing, Sleep, Intimates, and Sale items with significant discounts.