By Allison Watkinson
IMG has signed an exclusive licensing deal between the fashion brand, Florence by Mills, and the ecommerce platform, ABOUT YOU.
Established by actress, producer, and entrepreneur Millie Bobby Brown in 2019, the Florence by Mills brand specializes in skincare and color cosmetic products that are easy to use and affordably priced. The exclusive collection for ABOUT YOU marks the brand’s first foray into the apparel category.
“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,” said Sofia Hagemeier, Team Lead Exclusive Cooperations at 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.”
ABOUT YOU is a European online fashion retailer that focuses on influencer marketing and personalized content. The ecommerce retailer is currently active in 26 European countries. The ABOUT YOU website and application features a fashion catalog that includes more than 500,000 items from over 3,500 brands.
The exclusive Florence by Mills’ co-branded collection consists of 76 colorful apparel pieces featuring a variety of pastels mixed with white, black and brown. The styles are intended to be worn and combined for any occasion. The co-branded collection is available for purchase from all ABOUT YOU online shops in Europe beginning Oct. 19, 2022.
“Everyone should define beauty on their own terms, which is the message behind all of my products: uniqueness and individuality,” said Millie Bobby 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 marketing campaign for the apparel collection features Millie Bobby Brown as the model and was filmed by Millie’s brother, Charlie Bobby Brown. The actress was photographed in situations such as vacuuming the lawn, cutting the grass with nail scissors and wearing lampshades as a hat to represent the feeling of the collection.
By Allison Watkinson