Atelier Jolie, the brainchild of acclaimed actress Angelina Jolie, is a brand that is redefining the fashion landscape with its unique approach and purpose-driven ethos. Atelier Jolie was recently announced so we have yet to see how everything will take shape but what we do know is that it is not just another fashion brand. It's a creative collective that brings together a diverse family of expert tailors, pattern makers, and artisans from around the world. The brand's philosophy is rooted in the belief that everyone can create, and it encourages individuals to express themselves through their own designs rather than simply buying the designs of others. What is notable about Atelier is its commitment to sustainability and social responsibility.
The brand’s site mentions utilizing leftover, quality vintage material, and deadstock, promoting a circular economy in the fashion industry. It also mentions the potential to repair or upcycle pieces from your closet, breathing new life into what could have been thrown away and creating quality heirloom garments with personal meaning.
Unlike many celebrity brands that rely heavily on the star power of their founders, Atelier Jolie differentiates itself by putting the spotlight on the artisans and craftspeople who bring the designs to life (although Jolie will obviously play a prominent role). The brand aims to give these makers the credit and respect they deserve, something that is often overlooked in the fashion industry.
Atelier Jolie is committed to creating a community of creativity and inspiration, regardless of socio-economic background. They plan to offer apprenticeships for refugees and other under appreciated groups, providing positions of dignity based on skill. This commitment to social inclusion and empowerment is a testament to the brand's mission to elevate others through the beauty of garment-making.
Atelier Jolie's collaboration with the French fashion label Chloé, one of the first luxury brands to be a B Corp, further underscores its commitment to sustainability and ethical fashion. The collaboration is expected to showcase fluid silhouettes and tactile details, with an evening-wear focus and a timeless aesthetic inspired by perennial pieces from Jolie’s own well-loved wardrobe.
As Angelina Jolie, the founder of Atelier Jolie, puts it, "It’s all new, and I’m more of an artist than a businesswoman. I hope to see you there, and to be one of the many creating with you within our new creative collective." This sentiment encapsulates the spirit of Atelier Jolie - a brand that is not just about fashion, but about community, creativity, and change.