Angelina Jolie, Hollywood icon and philanthropist, is set to launch her fashion brand, Atelier Jolie. With her commitment to sustainability and empowering creatives, the fashion world anticipates a revolutionary impact. Here's a glimpse of what we know so far.
Fashion lovers worldwide rejoiced upon hearing the news that Hollywood actress and style icon Angelina Jolie is launching her own fashion brand.
The Maleficent star is known for her understated glamour and iconic fashion statements, but more importantly, her unwavering commitment to philanthropy and social causes, so a fashion line spearheaded by the actress is sure to have huge impact.
Atelier Jolie was first announced on Angelina Jolie's Instagram account on May 17, 2023. It's thought the actress aims to revolutionize the industry by empowering talented creatives and having a strong focus on sustainability. As anticipation grows ahead of the launch, here's what we know so far.
It Will Be a Community That Celebrates and Empowers Creative Talent
Alongside the brand announcement, Jolie explained to her 14.5 million Instagram followers her desire to build "a collective where everyone can create."
"Atelier Jolie 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," she wrote. "It stems from my appreciation and deep respect for the many tailors and makers I've worked with over the years, a desire to make use of the high-quality vintage material and dead-stock fabric already available, and also to be part of a movement to cultivate more self-expression."
Jolie's commitment to helping the underprivileged and those who have not been given equal opportunities in life is likely to play a part in her latest project, as well as her continued work in promoting a more sustainable world.
The actress penned this in a statement on the brand's website: "We hope to create a community of creativity and inspiration, regardless of socio-economic background. We will spotlight the people who play a part in each creation. We will bring together a diverse team, including apprenticeships for refugees and other talented, under-appreciated groups, with positions of dignity based on skill. And as we work with global artisans and creators, we hope to help share the richness of their cultural heritage and support the development of their own businesses."
The Company Has Announced a Strong Commitment to Sustainability
Over the years, Jolie has pledged to various causes surrounding sustainability, and it seems Atelier Jolie will mirror its founder's desire to minimize the impact of fashion and clothing on the planet. On the brand's website, a statement reads:
"We will use only leftover, quality vintage material and dead-stock [fabric]. You will be able to repair or upcycle pieces from your closet you wish to revive, perfecting fit, breathing new life into what could have been thrown away, and creating quality heirloom garments with personal meaning."
Jolie is Looking to Collaborate With Skilled Tailors From Around the World
The actress followed her initial social media post with a call for skilled tailors from around the world to come forward to help build the team.
"Today we are focusing on one part of our @atelierjolieofficial family." She wrote: "We are asking that you step forward and help us build our in-house team of skilled tailors. We are looking for tailors who understand quality and creativity."
The Brand Will Create a Capsule Collection With Chloé
Chloé revealed the partnership on its Instagram account: "Announcing Chloé x Atelier Jolie – Maison Chloé becomes the creative collective Atelier Jolie's inaugural collaborator with a forthcoming ready-to-wear capsule collection celebrating modern femininity. "
Chloé's recent collections have been recognized for its commitment to sustainability. With an international network of skilled craftsmen and women, the brand seems like the perfect fashion house to align with Jolie's brand DNA. Chloé also became the first luxury fashion brand to be awarded B Corp certification in 2021, recognizing its positive social and environmental impact.
"Very few luxury brands are a certified B Corp," said Jolie. "It was important to me to work with Chloé, one of the first luxury brands to be a B Corp. It has been a privilege to design with Gabriela Hearst, and I hope all women will feel comfortable and beautiful in this capsule collection. My earnings from this collaboration will be invested in establishing apprenticeships for tailors and artisans at Atelier Jolie."
The First Atelier Jolie Will Be Located in New York City
Jolie went on to reveal that the first atelier would open in New York City, with more to come around the world. On July 8th, Jolie gave a sneak peek of the Great Jones Street Atelier. "A privilege to be in this space," she wrote. "We will do our best to respect and honor its artist legacy with community and creativity. Hope to see you there."