by Tia Shah
Angelina Jolie had a vision for Atelier Jolie, her recently launched fashion brand, to create elevation through garments.
Unveiled on May 18th, this fashion venture is not just about style. Jolie's commitment to sustainability, ethical practices, and supporting skilled refugees and independent artists are its backbone.
Angelina Jolie's foray into the fashion realm may come as a surprise, but her vision for Atelier Jolie is clear - it's “a place for creative people to collaborate with a skilled and diverse family of expert tailors and artisans from around the world."
Implementing her own humanistic virtues, the brand's ethos revolves around elevating others. This is done through providing paid apprenticeships for skilled refugees, as well as supporting independent artists. Atelier Jolie will be “a creative collective for self-expression”.
And, this is a space for everyone.
Their website states, “We hope to create a community of creativity and inspiration, regardless of socio-economic background.”
The brand also discourages fast fashion and unnecessary consumerism.
Atelier Jolie takes sustainability seriously by using vintage and deadstock materials to craft each piece, along with a strong message of upcycling and reusing clothes.
Via their website we also learn this will be a space where “you will be able to repair or upcycle pieces from your closet you wish to revive.” Helping to give a new lease of live to old items rather than encouraging consumerism.
Jolie's commitment to sustainable fashion is evident in her personal choices, as she rewears many of her archive looks and encourages her daughters to do the same during public appearances.
This was evidenced when her daughters, Zahara and Shiloh, wore some of her older pieces during the Eternals tour: an Elie Saab dress from the 2014 Oscars and a printed Dior dress from 2019.
Gabriela Hearst, renowned for her work as creative director of Chloé, joins forces with Atelier Jolie to co-design its first collection of womenswear.
She captioned her instagram post announcing the news, “From the moment I heard about Angelina's vision for @atelierjolieofficial I believed in it. It is a way to elevate others through the beauty of garment-making and her deep respect for the environment. It's an honour for me that @chloe will be the first collaborator for Atelier Jolie, as both have high ideals for the betterment of our species. That is the reason why I love both Angelina and Chloe so deeply.”
Hearst's admiration for Jolie's vision is evident in her Instagram post as she emphasises the brand's focus on elevating others and respecting the environment.
Via Instagram, we also learnt of Angelina Jolie’s thoughts on the collaboration, commenting, "Very few luxury brands are a certified B Corp. It was important to me to work with Chloe, one of the first luxury brands to be a B Corp.”
She also goes on to declare that her “earnings from this collaboration will be invested in establishing apprenticeships for tailors and artisans at Atelier Jolie."
Atelier Jolie's philosophy revolves around embracing longevity in the fashion industry, moving away from fast fashion and micro-trends that dominate the market.
Growing up in Uruguay, Hearst has spoken on how she was raised with the idea of luxury meaning things were beautifully crafted and made to last, aligning with the goals Atelier Jolie seeks to cater to.
Jolie's collaboration with Hearst reflects their shared ideals of celebrating femininity, diversity, and ethical practices in the fashion world.
On July 7th, it was announced that the Manhattan property, once home and studio to Andy Warhol and Jean-Michel Basquiat, now houses Angelina Jolie's Atelier Jolie collection.
The eight-year lease of the property serves as a public tribute to Basquiat, preserving his honor within the building. The art and graffiti within the space may also hint at the potential aesthetic the brand might embrace - though it is too soon to be certain.
Atelier Jolie is set to redefine the fashion industry by combining humanism, creativity, and sustainability.
A brand that celebrates diversity and femininity while upholding ethical values, Atelier Jolie promises a unique and responsible approach to fashion. We eagerly await the official release of this exciting and inspiring venture - coming Autumn 2023.
Edited by Emily Duff