MILLY, a celebrity-loving New York brand beloved by Beyoncé, Cameron Diaz, and Kate Middleton, unveiled its new logo and held a presentation party for its 2013-14 Autumn/Winter collection at the Tokyo American Club in Azabudai, Tokyo. MILLY designer Michelle Smith and president Andrew Oshrin visited Japan to meet with Japanese fans.
The new MILLY logo features an "M" shape, incorporating geometric and architectural elements for a symmetrical and elegant design. More than 10 years after the brand's debut, it has evolved into a modern MILLY.
The theme of this season's collection is "ILLUMINATION." Along with the renewed logo, the collection is modern and feature-rich. The line features a sporty yet luxurious feel, including a laminated hologram pullover, a menswear-inspired bonded wool coat, and an acid-wash plongé leather jacket. Edgy accessories, such as snake- and crocodile-print clutch bags with handles and metallic enamel bags, were on display at the venue, attracting a lot of attention.
This was designer Michelle Smith's second visit to Japan. "I want the young generation of Japanese people, who are unique and enjoy fashion, to know more about MILLY. Tokyo is truly an inspiring city," she said.
MILLY debuted in 2001. Andrew, who had worked for the apparel company founded by his father, which had a 40-year history, met Michelle, who had returned to the United States after gaining design experience at Parisian fashion houses such as Hermès, Louis Vuitton, and Christian Dior Haute Couture, and started the brand. Impressed by Michelle's talent as a designer, he started the MILLY business while working at his father's company for the first year. The company achieved its target of $200 million within a year and grew steadily.
"Millie's customers vary in age and taste, from young people to those who prefer couture brands. I think the reason it's so popular is that it combines a very sophisticated side with elements that are generally popular. Michelle's selection of textiles is outstanding. I think another factor is that the prices are fair and commensurate with the clothes. Currently, exports account for around 30% of the total, with Japan accounting for around 8%. E-commerce accounts for 12-15%, and South Korea and the Middle East for 6-7%. We are also considering expanding into Russia and China in the future. We also plan to expand our store presence in Japan this autumn," says President Andrew.
