Milly (fashion brand)

Milly

Industry	Fashion design, retail
Founded	New York City, United States
Area served	Global
Products	Clothing, accessories
Owner	S. Rothschild
Website	www.milly.com

Milly (often stylized as MILLY) is a U.S.-based fashion brand that focuses on women's apparel. Established in 2000 by designer Michelle Smith alongside Andrew Oshrin, the company operates out of New York City and distributes its products worldwide through department stores, its own boutiques, an online platform, and wholesale partnerships primarily with department stores. Smith and Oshrin managed the brand until its acquisition by S. Rothschild in 2019.

Renowned for its vibrant, feminine creations that merge vintage influences with modern trends, Milly's collections have been embraced by numerous celebrities and fashion influencers.

History

From a young age, designer Michelle Smith demonstrated a passion for fashion, attending summer programs at Moore College of Art and Design during her youth. After completing high school, she pursued studies at New York’s Fashion Institute of Technology. During her academic tenure, she gained valuable experience through internships at the Paris ateliers of luxury houses such as Hermès, Louis Vuitton, and Christian Dior Haute Couture. Additionally, she studied at the French fashion institution ESMOD.

Upon returning to New York, Smith partnered with then-boyfriend (and later spouse) Andrew Oshrin to launch Milly in 2000. The company was initially funded by Oshrin’s $50,000 investment and was wholly owned by the two founders. The business began with a wholesale focus and aimed for $1.2 million in gross revenue during its inaugural year. Smith’s bold use of color and patterns quickly resonated with consumers, enabling the brand to reach its sales target within three months and turn a profit before the year’s end.

By 2005, Milly's annual revenue had grown to $11 million. In 2011, the label inaugurated its first standalone retail boutique on New York City's prestigious Madison Avenue.

The brand’s merchandise is available at prominent retailers including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Bloomingdale's, and Harrods. Milly maintains its flagship store on Madison Avenue in New York and operates additional boutiques in locations such as Dubai, Kuwait, and Doha.

Smith and Oshrin led the company until 2019 when Milly was sold at auction to the apparel firm S. Rothschild for $5.7 million.

Customers

Esteemed figures such as Beyoncé, Gwyneth Paltrow, and Kate Middleton have been seen wearing the brand, while Michelle Obama chose the label to create the dress featured in her official First Lady Michelle Obama portrait displayed at the National Portrait Gallery.

Style

Milly's designs blend the essence of American sportswear with refined Parisian atelier craftsmanship, utilizing exclusive fabrics and prints tailored specifically for their collections. Their offerings encompass ready-to-wear apparel, accessories, swimwear, and childrenswear.

In 2006, the New York Observer described Milly as “a preferred choice for fashionable New York women in their 20s and 30s who are exploring options beyond brands like J.Crew and Banana Republic, yet are not prepared to invest in high-end labels such as Marc Jacobs and Prada. For instance, a silk pleated skirt from the fall collection featuring yellow, brown, and teal roses was priced at $260, whereas a black-and-white strapless cocktail dress retailed for $345.”

External links

• MILLY NY website
• NBC New York interview with Michelle Smith January 2014
• Fall 2014 collection at Mercedes-Benz Fashion Week