Anglina Jolie Launching New Fashion Line Focused On Building Community And Purpose

The popular actress and mother is launching a new fashion line called Atelier Jolie in November. “I don’t want to be a big fashion designer. I want to build a house for other people to become that," she told Vogue.

By Gina Florio2 min read
Getty/Tim P. Whitby

Angelina Jolie, the acclaimed actress, director, and former United Nations goodwill ambassador, is stepping into a new venture, Atelier Jolie. This new brand, announced via Instagram, aims to be a hub of collaboration, focusing on utilizing deadstock and involving refugees and other undervalued groups in roles defined by dignity and skill. Jolie describes Atelier Jolie as a collective emphasizing collaboration and creation, providing a platform for a diverse array of expert tailors, pattern makers, and artisans from across the globe.

Anglina Jolie Launching New Fashion Line Focused on Building Community and Purpose

The initiative reflects Jolie’s deep respect for tailors and makers and her desire to leverage high-quality vintage materials to promote self-expression and sustainable fashion. Although her personal style, favoring monochrome, minimal designs, has been the focus of extensive media attention, Jolie’s emphasis is on the story and the person behind the fashion. Recent appearances highlight the significance she, and her children, place on re-wearing and recycling clothes, underlining the brand’s sustainable ethos.

Atelier Jolie appears poised to address the colossal issue of textile waste, with over 100 million tons ending up in landfills annually. The brand's ethos revolves around repairing, upcycling, and revitalizing clothes, turning them into quality heirloom garments with personal resonance, countering the prevailing throwaway culture. Atelier Jolie’s website stresses the potential for customers to breathe new life into their existing wardrobes, emphasizing sustainable fashion and ecological responsibility. However, Jolie clarifies that the focus is neither fashion nor her, but to build a space for other talented artisans and creators. Notable collaborators in this venture include London-based milliner Justin Smith, American artist Duke Riley, and South African lacemaker Pierre Fouché.

Jolie's commitment to involving refugees in Atelier Jolie is especially timely and pertinent given the recent end to Title 42, potentially leading to an influx of asylum seekers in the U.S. With her extensive experience working with the UN Refugee Agency, including over 60 field missions and her continued advocacy for displaced individuals, Jolie’s brand is well-positioned to make substantial impacts in this domain. Her long-standing involvement in advocating for refugees and raising awareness about forced displacement situates her uniquely to effect meaningful change in this sector.

Atelier Jolie has made its home at 57 Great Jones Street in New York City, a two-story building that Andy Warhol bought in 1970. The space, once home to artist Basquiat, is envisioned to be a community hub, bringing together people, values, and commitment without overshadowing them with fame. This model of not letting celebrity overshadow the project and its values can be compared to that of The Row by the Olsen twins. The loft where Atelier Jolie is located is adorned with high ceilings and reclaimed wood, aiming to preserve traces of the prolific artist Basquiat, who once lived here. It will offer tailoring services, using both deadstock and artisanal fabrics, and a range of custom-made styles. The cost for these custom services will start around $300, with repair services also available.

Jolie emphasized the importance of recognizing and valuing artisans who have been undervalued and overlooked. Giles Duley, an advisor on the project focusing on corporate impact, emphasized the potential of Atelier Jolie to initiate meaningful conversations about workforce exploitation, pollution, waste, and the negative impacts of Western consumerism on developing countries. This initiative, thus, is not merely a space for creation but a platform to foster dialogue about crucial global issues and to address the exploitation inherent in consumer culture.

The Instagram page for Atelier Jolie is still new and only has a few promotional posts on it so far, but Jolie fans everywhere are waiting to see what they will release and how much popularity the brand will generate. People are especially excited about the fact that Jolie is involving her kids in some of the decision making. When they walked into 57 Great Jones Street, Jolie told Vogue that Zahara, who is "so grounded, decisive, and thoughtful," agreed that it was the perfect place to call home. "I felt we were both decided," she said.

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