New fashion line targets Gen Z market.

License Global

October 17, 2022

2 Min Read
Millie Bobby Brown alongside models wearing looks from the ABOUT YOU x florence by mills collab.
Millie Bobby Brown alongside models wearing looks from the ABOUT YOU x florence by mills collab.IMG/ABOUT YOU

British actress, Millie Bobby Brown’s, beauty brand, florence by mills, celebrates its fashion debut on Oct. 19 alongside ABOUT YOU, in a collaboration negotiated by Brown’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,” says Julian Jansen, director, content, ABOUT YOU. “In the long term we want to build one of the biggest Gen Z fashion brands in Europe together.” 

“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,” says Sofia Hagemeier, team lead, exclusive cooperations, ABOUT YOU. “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 florence by mills exclusive line for ABOUT YOU is the first fashion collection of the co-branding project. The fall/winter drop consists of styles that can be worn and combined for any occasion. The pieces feature a variety of pastels mixed with white, black and brown.  

Related:IMG’s World Domination

“Everyone should define beauty on their own terms, which is the message behind all of my products: uniqueness and individuality,” says Brown. “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.” 

The exclusive styles will be available starting Oct. 19 in all 26 European ABOUT YOU online shops. 

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License Global

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