Millie Bobby Brown adds fashion line to ever growing 'Florence by Mills' portfolio

Actress Millie Bobby Brown first dipped her toes into entrepreneurial waters when she launched her eponymous cosmetics line in 2019. Now, the Stranger Things star is expanding her portfolio of skincare, coffee and pet accessories to include an apparel line, which she dubs a "confidence revolution". 

Yesterday, Bobby Brown took to Instagram to share a video introducing the newly-founded brand. She said: "I've always believed fashion is a powerful form of self-expression and I'm so excited to reveal a piece of my heart to you today.

"Introducing Florence by Mills Fashion - a blend of playful and versatile styles. I hope that wearing these pieces makes you feel as incredible as creating them made me feel."

Brown is the latest celebrity to add a loungewear line to her business empire, leading to a flood of comments questioning if another one is necessary. However, unlike her Kardashian counterparts, Bobby Brown's line strays from monotone, neutral palettes and delves into the realm of vibrant hues - reflecting her ever-growing portfolio's core DNA and aesthetics.

The label was launched in partnership with Delta Galil USA, the global manufacturer and owner of fashion companies such as Seven For All Mankind, Splendid, P.J. Salvage and more.

The first Florence by Mills Fashion 'Cozy Crush' collection is made up of loungewear and basics, including crewneck sweatshirts, sweatpants, zip-up hoodies, tank tops, T-shirts, short sets and matching underpinnings. We can expect inclusive ready-to-wear, loungewear, activewear and intimates in the future.

Millie Bobby Brown, who's turning 20 this year, told WWD: "We’re all going to work or college, and I want to wear something that’s comfortable for me that if I want to show some skin I can, but if I’m feeling more insecure that day, I want to be able to have an outfit that I can have as a go-to on and feel good in. It always starts from those thoughts — Is anyone else feeling like this? Maybe they are!’ The customers and the consumers know what the gap in the market is and my fans knew that for sure."

It's no surprise that more and more celebs, such as Selena Gomez and Ariana Grande, have moved into the fashion and cosmetics space. Take Rihanna, for example. In 2021, Forbes valued the entire Fenty operation worth £2.3 billion ($2.8 billion), with 50% belonging to CEO Robyn (Rihanna) Fenty. These figures superseded the star's financial gain from all her years of performing as an artist, answering the ongoing question as to why so many famous faces keep starting up new business ventures.