Dive Brief:
- British actress Millie Bobby Brown has launched a new fashion line, called Florence by Mills Fashion, in collaboration with the manufacturer Delta Galil USA, per a company release.
- The new brand, geared to Gen Z, will drop its first collection online in the U.S. and U.K. in early February. The brand’s website began taking waitlist requests on Thursday.
- The initial offering from the brand will include loungewear and basics such as oversized sweatshirts, tanks and short sets. Prices range from $8 to $95. Shoppers can expect frequent drops each month, per the announcement.
Dive Insight:
Brown, the actress who stars in the Netflix series “Stranger Things,” has already launched several consumer products including Florence by Mills beauty in 2019, Florence by Mills coffee in 2023 and Florence by Mills for pets through an arrangement with Kanine Group, also last year.
Brown’s dip into fashion is geared to a free-thinking Gen Z consumer. “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,” said Brown in a statement. “It is so important to me that each piece of the line allows wearers to express themselves and their individuality and celebrate that. I want everyone who puts on a piece from the line to immediately feel confident and free in their skin.”
The collaboration between Brown and Delta Galil was facilitated through her global licensing partner, IMG. Delta Galil manufactures clothing for a variety of fashion companies and is the owner of such brands as 7 For All Mankind, P.J. Salvage and Splendid.
“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,” said Heather Mee, chief marketing officer of Delta Galil USA. “We say we’re starting the ‘self-confidence revolution’ in the sector because that really is our goal. We’ve hand-selected each color, fabric and style to ensure that each time a wearer chooses a piece from the line, they feel an instant sense of joy and confidence.”
As part of the business model for the new fashion brand, Brown will donate a portion of proceeds to her favorite charities, including One Tree Planted, Joey’s Friends and Girls Inc.
