Angelina Jolie enters the fashion world with sustainable brand Atelier Jolie
The actress will step into the industry with the hope that a “creative collective” will be formed.
With celebrities like Jared Leto launching brands like the beauty company Twentynine Palms and Rihanna expanding her Fenty brand into Fenty Kids, it was only a matter of time before Angelina Jolie tried her hand in the fashion world. On Wednesday the 17th of May, Jolie announced that she is jumping into the industry with an inclusive consumer-based fashion label – Atelier Jolie.
The company is “a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers, and artisans from around the world,” they say on their website. Based on the idea that the contemporary fashion house will collaborate with consumers, the tailors and pattern makers will work with them to produce one-of-a-kind garments.
The brand’s hopes to become a creative collective “stems from my appreciation and deep respect for the many tailors and makers I’ve worked with over the years,” says Jolie in an Instagram post. Known for gracing red carpets in luxury labels like Louis Vuitton and Versace, Jolie is fusing her humanitarian and community work with her love of fashion in Atelier Jolie. Hoping to build an intrinsic sense of community and the ideals that will bring into the fashion world, the brand will use “the high-quality vintage material and deadstock fabric already available, and also to be part of a movement to cultivate more self-expression.”
Jolie’s community-led brand will work with artisans globally to create a platform that will utilise the talent that may not get to showcase their work otherwise. It will focus on tailors as opposed to designers, bridging a gap between the creative consumer so they can produce the exact garment they want. They will work closely with the tailors who Jolie believes “truly make the difference”, and who she loves working with the most. On their Instagram, the brand announced the news with a short manifesto on how they will work: “There will also be an inclusive online resource for finding garment makers, making use of curated dead stock and vintage materials to create one-of-a-kind pieces that embody personal creativity and purpose.”
Atelier Jolie will be set on the pillars of social justice, with the additional hope that marginalised groups and refugees can take apprenticeship positions in the company.