The company’s director of content Julian Jansen added that this is a collection “created by a Gen Z for Gen Z. In the long term we want to build one of the biggest Gen Z fashion brands in Europe together”.

Sofia Hagemeier, who is About You’s team lead exclusive cooperations, added: “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. 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 AW22 drop “consists of styles that have the right amount of sophistication to be worn and combined for any occasion. All pieces represent the perfect mix of casual chic and comfy cute: bright and colourful looks – with a global inspiration – featuring a variety of pastels mixed with white, black and brown. In addition, the ambition was that everyone should feel cosy, special and appreciated in the everyday styles”.

The supporting imagery was shot at a golf course in London, with Brown as the model. The creative images “give the customers something to smile about and reflect on at the same time”. The actress was “intentionally photographed in slightly ‘absurd’ situations such as vacuuming the lawn, cutting the grass with nail scissors or wearing lampshades as a hat. The collection was filmed by Millie’s brother Charlie Bobby Brown, who gave the whole campaign a slight retro touch”.