Teen icon and entrepreneur Millie Bobby Brown has officially entered the affordable fashion space with the launch of Mills by Millie Bobby Brown, a trend-forward clothing brand created exclusively for Walmart. Developed in collaboration with Delta Galil USA, the brand is designed for teens and young women who want style, comfort, and confidence—without the high price tag.
A Fresh Take on Teen Fashion: Playful, Feminine, and Functional
The debut Mills by Millie Bobby Brown collection spans ready-to-wear, sleepwear, and intimates, offering a complete wardrobe for everyday life. The designs lean into flirty cuts and playful, cheeky details, while maintaining a soft, feminine aesthetic.
Delicate elements like floral appliqués, embroidery, and lace finishes are woven throughout the collection, adding charm and personality. What truly sets the brand apart, however, is its focus on wearability. Thoughtful features such as built-in shorts and bras are integrated into select styles, prioritizing comfort, ease, and confidence—key needs for today’s teens.
As Millie Bobby Brown has often emphasized through her brands:
“I want young people to feel comfortable being exactly who they are.”
That philosophy is clearly reflected in this collection.
Inside the Mills by Millie Bobby Brown Assortment
The assortment is both versatile and inclusive, featuring:
- Dresses and skirts for casual and dressed-up looks
- Trend-led tops and denim, including wide-leg jeans
- Cozy yet stylish sleepwear
- Bralettes, briefs, and coordinated intimates sets
Affordability remains central to the brand’s identity. Prices start at $10.50 for intimates and go up to $26.50 for wide-leg jeans, positioning Mills by Millie Bobby Brown as one of the most accessible celebrity fashion brands for teens.
Walmart’s Vision: Fashion for Everyone
The launch strongly aligns with Walmart’s broader fashion strategy. Ryan Waymire, senior vice president of fashion at Walmart U.S., shared:
“Walmart is on a journey to democratize fashion and Mills by Millie Bobby Brown delivers on the trend-right style and aesthetic our customers are looking for at the incredible prices that Walmart is known for.”
He added:
“Mills by Millie Bobby Brown is an exciting new brand that stands for style and quality and offers tremendous value that only Walmart can. We are excited for the launch, and we know that our customers are going to love it.”
Early Feedback: What Shoppers Are Saying
Early reactions to the launch highlight the brand’s strong connection with its audience. Teen shoppers and parents alike are praising the balance between style and comfort.
“It feels trendy but still comfortable enough for school and everyday wear,” shared one early shopper.
Another customer noted:
“The prices are amazing for how detailed the designs are—it doesn’t feel like ‘budget’ fashion at all.”
These initial responses suggest that Mills by Millie Bobby Brown is already resonating with its core demographic.
A Strategic Expansion of Millie Bobby Brown’s Brand Universe
Mills by Millie Bobby Brown marks the actress’s latest business move, following the success of Florence by Mills Beauty, Florence by Mills Coffee, Florence by Mills Pets, and Florence by Mills Fashion. Together, these ventures underline Brown’s growing influence as a Gen Z entrepreneur building lifestyle brands that feel authentic and approachable.
Where to Buy Mills by Millie Bobby Brown
The collection is available now on Walmart.com and in approximately 750 Walmart stores nationwide. The partnership was facilitated by IMG Licensing, enabling a seamless nationwide rollout.
Why Mills by Millie Bobby Brown Stands Out
By combining trend-right design, practical comfort, and accessible pricing, Mills by Millie Bobby Brown reflects a new era of teen fashion—one that values inclusivity and real-life wearability. More than just a celebrity label, the brand delivers on its promise: fashion that feels good, looks good, and is truly made for the next generation.
In a fashion landscape increasingly driven by authenticity and accessibility, Mills by Millie Bobby Brown arrives as a timely and thoughtful addition. By blending youthful design, everyday comfort, and wallet-friendly pricing, the brand speaks directly to a new generation that values both style and substance. More than a celebrity-backed label, it represents a shift toward fashion that empowers teens to express themselves freely—on their own terms. With Walmart’s nationwide reach and Millie Bobby Brown’s genuine connection to her audience, Mills is poised to become a staple in the wardrobes of young women everywhere.
