Honestly, if you’d told me five years ago that the kid from Stranger Things would be running a full-blown lifestyle empire before her 22nd birthday, I’d have believed you. It’s Millie Bobby Brown. But the pivot into florence by mills fashion wasn’t just a random "slap a name on a hoodie" celebrity cash grab. It’s actually kinda interesting how it’s evolved from just purple-tinted under-eye patches into a massive apparel machine.
Millie has this nickname, "Mills," which is where the brand name comes from. It’s also a nod to her great-grandmother, Florence. She’s built this whole vibe around the idea of "clean" and "easy," which sounds like marketing fluff, but for Gen Z, it really seems to land.
What is florence by mills fashion, anyway?
It’s basically the cozy-cool aesthetic you see all over TikTok, but formalized. When the fashion wing officially kicked off—specifically the big 2024 push and the recent 2026 expansion—it wasn't trying to be Gucci. It’s loungewear, "cozy crush" sweatshirts, and denim that actually looks like you can breathe in it.
You’ve probably seen the "Total Softie" line. That’s their bread and butter.
They use a lot of pastels, weirdly specific floral embroideries, and silhouettes that scream "I’m studying in a coffee shop but also might take a nap." It’s designed for that transition period between being a teen and a "real" adult.
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The Walmart Twist (The 2026 Update)
Just recently—we're talking January 2026—Millie dropped a bombshell by launching a sister line called "Mills" exclusively at Walmart.
- Price range: Most of it is under $30.
- Target: Specifically teens and Gen Alpha who want that Millie style without the Nordstrom price tag.
- The Vibe: It’s a lot of "built-in" features, like bras in tanks and shorts in skirts. Practical, right?
Why everyone is talking about the Nordstrom partnership
For a while, you could only get florence by mills fashion online or through European sites like ABOUT YOU. That changed. In late 2024, they inked a deal with Nordstrom to put the clothes in 20 physical stores across the US.
This was a big deal.
It meant you could actually go to a mall in Seattle or Dallas and feel the "Honeycomb Lace" sweaters before buying them. If you’ve ever ordered something online that looked like a cloud and arrived feeling like a Brillo pad, you know why "touch and feel" matters.
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The Sustainability Elephant in the Room
Here is where things get a bit messy.
If you look at the marketing, the brand uses words like "planet-friendly" and "conscious." And yeah, they are PETA-certified cruelty-free and 100% vegan. That’s awesome. But if you dig into the actual sustainability reports from independent groups like Good On You, the ratings are... well, they’re not great.
There’s a lack of transparency regarding carbon emissions and water usage in the supply chain. While they use some recycled materials, it’s not exactly Patagonia. It’s a fast-fashion model at its core, even if it feels "cleaner" than your average bargain bin.
You’ve got to weigh that. If you care deeply about labor transparency, the brand still has some work to do. They don't publish a lot of data about who is actually making the clothes or what the factories are like.
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What to buy (and what to skip)
If you’re looking to dive into the florence by mills fashion world, here is the real talk on the pieces.
- The Cozy Crush Sweatshirts: These are legit. They are oversized in a way that doesn’t make you look like you’re wearing a tent. The embroidery is high-quality and doesn't unravel after three washes.
- The "Total Softie" Denim: It’s stretchy. If you hate stiff, 100% cotton jeans that cut off your circulation, you’ll like these.
- The Intimates: These are hit or miss. Some people find the sizing a bit small, especially if you have a larger bust. Always check the size chart because "Gen Z sizing" can be notoriously tiny.
The "Everything" Brand
Millie isn't just stopping at clothes. She’s got coffee, pets, fragrance, and skincare. It’s a lot.
Some people think the brand is spreading itself too thin. Honestly? Maybe. But the fashion wing seems to have its own identity now. It’s less "Stranger Things merch" and more "I actually want to wear this lilac cardigan to brunch."
How to get the best deals
Don’t pay full price if you don't have to.
- Nordstrom Rack: This is a goldmine. You can often find the previous season's florence by mills fashion drops for 50-80% off. I’ve seen $50 sweaters for $12.
- The Walmart Line: If you like the aesthetic but not the price, the "Mills" line at Walmart is almost identical in vibe for a fraction of the cost.
- Amazon: They have a dedicated storefront, and the shipping is usually way faster than the main website.
The brand is basically a masterclass in celebrity retail. It’s accessible, it’s cute, and it’s everywhere. Whether it can sustain the hype once the Stranger Things finale dust settles remains to be seen, but for now, those purple tags are holding strong.
If you’re looking to update your wardrobe, start with a single "Total Softie" piece to see if the fabric works for you. Check your local Nordstrom to try things on in person before committing to a full online haul.
Actionable Takeaways for Shoppers
- Size Up: If you’re between sizes, go up. The brand skews toward a "junior" fit.
- Check the Fabric: Look for the recycled polyester blends if you want the softest feel, but stick to the cotton-rich pieces for longevity.
- Sign up for the Newsletter: They do random "family and friends" sales that aren't always advertised on social media.