Study
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ABOUT YOU launched the first fashion collection from florence by mills, Millie Bobby Brown's Gen Z brand. Shot at a London golf course with Millie as the model, the campaign captured genuine fun and freedom over anything staged. Working as Post Production Lead, delivering 76 pieces across 26 European markets, colour-accurate and shop-ready.
- Campaignflorence by mills × ABOUT YOU
- Produced byABOUT YOU GmbH
- SubjectMillie Bobby Brown
- MarketEurope · 26 Markets
- My RolePost Production Lead
- ScopeRetouching · Colour · Campaign Output
- Collection76 Pieces · AW 2022
- Year2022
The Campaign
ABOUT YOU partnered with florence by mills, Millie Bobby Brown's Gen Z beauty and lifestyle brand, for its first fashion collection. 76 pieces, €29.90 to €139.90, sizes XS to XXL. Launched simultaneously across all 26 European ABOUT YOU markets on 19 October 2022. The collaboration was negotiated through IMG, Millie's global licensing partner.
The Shoot
Shot at a golf course in London, with Millie as the model. The concept was built around genuine fun and freedom, nothing staged, nothing performed. Her brother Charlie Bobby Brown directed and filmed the campaign with a retro quality that matched the collection's tone. The retouching job was to preserve that energy, not flatten it.
My Contribution
Post Production Lead across the campaign. The challenge and the joy of this one was staying true to what florence by mills stands for. No changes to the models. The retouch was kept completely natural. The work went into composition and colour, using both to signal the effortless, free quality the brand is built on. Natural beauty of the people and the garments, nothing more.
02 / 04Own Rules
Fashion that doesn't conform to trends and lives by its own rules. That was the brief from Millie herself.
Golf Course.
Freedom.
Real.
The shoot took place on a London golf course. Millie was the model, her brother Charlie directed. The whole thing was built around comfort and freedom over anything posed or performed. That looseness was intentional. The brief from Millie was direct: fashion that doesn't conform to trends, that lives by its own rules.
Post production on a campaign this deliberately loose requires a specific kind of restraint. A pastel palette against white, black and brown demanded precision for campaign output across 26 markets. Keep the skin natural, the brightness honest, and the playfulness intact. Nothing over-processed. Nothing that makes it look like a different campaign.
03 / 04
04 / 04First Fashion Drop
florence by mills entered fashion for the first time through this collection. 76 pieces built around Millie's own aesthetic: cosy, colourful, confident. Launched simultaneously across all 26 European ABOUT YOU markets on 19 October 2022.
Colour with Precision
A pastel-led palette across 26 markets requires exact colour grading. Each image had to read accurately and consistently across every market, while keeping the brightness and looseness the campaign was built around. That balance is the work.
All campaign images are the property of ABOUT YOU GmbH. These images are used exclusively to demonstrate professional expertise and do not serve any commercial purpose or generate any financial gain. This portfolio entry does not imply endorsement by ABOUT YOU, florence by mills, or Millie Bobby Brown. Available for removal upon written request from authorised parties.