What is Atelier Jolie?
Movie star and humanitarian Angelina Jolie launched her sustainable fashion label, Atelier Jolie. Atelier Jolie provides a place for people to collaborate, offers tailoring and upcycling services, and includes an artisan gallery space. You can find Atelier Jolie at the iconic 57 Great Jones in New York, famously owned by Andy Warhol and housed Jean-Michel Basquiat. The brand officially opened in November, with two of Jolie’s children (Zahara and Pax), involved in the launch.
Angelina Jolie explains to CNN Style, “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.”
Why did she start this brand?
Jolie started her brand to build a community, impact society, and spread awareness about humanitarian crises. The actress deeply cares about helping refugees and the underprivileged. For over two decades, while filming movies, Jolie volunteered in over 60 field missions for the UN Refugee Agency.
After some events in her personal life, Jolie told Vogue that she feels as if “she’s in transition as a person.”
Jolie mentions, “I don’t feel like I’ve been myself for a decade,” and adds that she intentionally reduced her film roles seven years earlier (the same year Brad Pitt and her announced their divorce).
She describes founding Atelier Jolie, “I think part of this has also been therapeutic for me — to work in a creative space with people you trust and to rediscover yourself. I’m hoping to change many aspects of my life. And this is the forward-facing one.”
How is Atelier Jolie sustainable?
The café of the studio, Eat Offbeat, will partner with refugee organizations. Refugee and immigrant chefs will run the café.
In their first collection, the brand uses deadstock and lower-impact materials. Deadstock materials refer to leftovers from the production of a fashion brand or textile mill. Lower impact materials are responsibly made fabrics with low environmental influence, such as organic silk and certified wool.
Atelier Jolie also aims to work with a local and global network of craftsmen. For example, according to InStyle, Atelier Jolie worked with artisans for a collection from the World Fair Trade Organization social enterprise Akanjo, which trains and promotes artisans.
Any collaborations?
For its first collection, Atelier Jolie partnered with B-Corp certified fashion house, Chloé. Other collabs include South African lacemaker Pierre Fouché, London-based milliner Justin Smith, and American artist Duke Riley. With Atelier Jolie just officially opening in November, the brand already has numerous collabs in motion and we are excited to see what’s next.
Featured Image: Vogue
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