MILLY
MILLY is a New York contemporary womenswear brand founded in 2000 by designer Michelle Smith and Andrew Oshrin. It is known for colourful dresses and sells clothing, swimwear and accessories through department stores, its own boutiques and online.
| Founded | 2000 |
|---|---|
| Founders | Michelle Smith, Andrew Oshrin |
| Headquarters | New York, United States |
| Owner since 2019 | S. Rothschild |
| Website | milly.com |
What is MILLY?
MILLY is a contemporary fashion brand from New York City that designs women's clothing and accessories, with collections that have also included swimwear and childrenswear. Its pieces have been worn by Beyoncé, Gwyneth Paltrow and the Princess of Wales, and Michelle Obama chose a MILLY dress for her National Portrait Gallery portrait.
History
Designer Michelle Smith founded the label in 2000 with business partner Andrew Oshrin. The brand opened its first boutique, a flagship on Madison Avenue, in 2011. In 2019 the company was sold to S. Rothschild.
Products and positioning
MILLY sits in the contemporary segment, priced above high street brands but below designer houses. Its dresses, skirts and tops are recognised for bold colour, prints and feminine silhouettes.
Distribution
- Wholesale, mainly to department stores such as Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Bloomingdale's and Harrods
- Own boutiques, including New York and locations in Dubai, Kuwait and Doha
- E-commerce through its own website
Why it matters
MILLY is a long-running example of the American contemporary category, built on department store wholesale and visibility through high-profile wearers.
Frequently asked questions
Who founded MILLY?
MILLY was founded in 2000 by designer Michelle Smith and her business partner Andrew Oshrin.
Where is MILLY sold?
MILLY sells through department stores such as Saks Fifth Avenue and Neiman Marcus, its own boutiques and its website.