- Tailor made for Gen Z consumers and their focus on style and sustainability, this is the first range of sunglasses from the Florence by Mills brand
- The Spring/Summer collection launches in seven UK airports, including London Gatwick and Stansted, on May 1st, 2025.
Eyewear specialist Mondottica is partnering with leading travel experience player Avolta to launch a new Spring/Summer Florence by Mills sunglasses collection.
This new range – a first from the popular British actress Millie Bobby Brown’s Florence by Mills fashion brand – will feature in Avolta’s World Duty Free stores in seven UK airports (nine locations) including London Gatwick and London Stansted from May 1st, 2025.
With over 64 million followers on Instagram, Millie Bobby Brown has succeeded in making her Florence by Mills brand one that fits the life of its customers: not the other way around. Each piece is made to be worn to accentuate individuality, and her eyewear collection is no exception.
Tailor made for Gen Z consumers, the Spring/Summer Florence by Mills range puts the focus on style and sustainability. The sunglasses incorporate certified recycled content and feature Acetate Renew which uses molecular recycling technology to break down hard-to-recycle plastics such as carpets, textiles, and eyewear industry waste. The process allows for the recycling of materials that traditional methods cannot handle, diverting waste from landfills and reducing reliance on fossil-based resources.
Acetate Renew offers the same high-quality look, feel, and performance as traditional acetate while significantly reducing environmental impact. The Florence by Mills metal frames are also fully sustainable.
All the sunglasses featured by Avolta have standout Florence by Mills branding.
In Gloss Black, FMB5015 offers a fashion-forward rectangle shape, with standout Florence by Mills branding on the temple while FMB5001 in Sea Green is oval shaped with a wave-inspired pearlised marble temple complementing the acetate front.
FMB5007 in Pearl & Purple has a square-shaped frame with cloud-inspired lens shape, pearlised front and glass and matt texture on the temple.
Mondottica National Accounts Manager Sunglasses & Travel Retail Louise Porte said: “We are delighted to launch this new Florence by Mills collection with Avolta. This collection, which targets Gen Z consumers with its standout style and sustainability credentials, offers high-quality frames at a very keen price point.
“It’s perfect for travel retail and the launch is well-timed as spring and summer travel kicks off.”
Porte noted how Mondottica has collaborated with Avolta sales staff in training sessions ahead of the launch. “The response to this collection has been universally positive and excited. Millie Bobbie Brown has already teased the launch on social media so there is a very definite buzz in the air,” she said.
The Florence by Mills sunglasses launch is backed by a 360-deg marketing campaign focused on in-store offers, the Club Avolta loyalty programme, and online/social media activity.
Customers purchasing Florence by Mills sunglasses will receive a gift-with-purchase branded Eye Gel Pad. A best-seller from the Florence by Mills Beauty brand, the GWP is a perfect cross-category match for the eyewear category in travel retail.
With every purchase, members of the Club Avolta loyalty programme will be eligible to enter a prize draw to win a pair of sunglasses and signed case, with the offer promoted both instore and online. Millie Bobby Brown is continuing to highlight the launch on her Instagram channel.
Mondottica secured the licensing agreement for Florence by Mills early last year and the brand is expected to play a pivotal role in expanding Mondottica’s global footprint.
According to Porte, Florence by Mills underlines Mondottica’s strategy to expand its customer base in global travel retail. “Our current portfolio, which includes popular brands AllSaints, Ted Baker, Karen Millen and United Colours of Benetton, among many others – caters to the mid mass market in travel retail.
“Mondottica is diversifying and securing listings and sales in different markets through offering commercial, aspirational brands; quality products which fill a gap in the travel retail offer.”
About Mondottica
Mondottica is in business to build a customer focused international fashion eyewear company that is committed to making beautiful product. Through our collaborations and our partnerships, we aim to bring our Brand Partners’ vision to life through eyewear design, helping people to see.
Our Design philosophy marries both aesthetic appeal with flawless function, producing Eyewear that not only looks good, feels comfortable, and improves quality of life. Our Eyewear reflects the DNA of our licensed brands and delivers product through multiple channels on a global scale. Our organisation and the partners we collaborate with make up a culturally diverse group. We have a responsibility to not only be aware of our impact on People and Planet, but to take actions to reduce or remove any negative impact and create positive change for the future.
Press enquiries: Ben Holland, Essential Communications. Tel: 44 (0) 7525234267. Email: ben@essencompr.com
