Angelina Jolie aims to shake up the fashion industry with a new brand, Atelier Jolie. It is based on collaboration, eco-responsibility, and craftsmanship. Celebrities are no longer content to randomly launch brands in saturated sectors. But instead seek to meet specific demands from consumers, whether it’s in terms of ecology or inclusivity. This is where Angelina Jolie’s Atelier Jolie comes in, a new kind of fashion brand. On paper, that seems to meet all the criteria favored by an increasingly engaged audience. Let’s explain why.

Angelina Jolie entend bousculer les codes de la mode avec une nouvelle marque, Atelier Jolie, basée sur la collaboration, l'éco-responsabilité, et l'artisanat.
Photography Tolga Akmen

Empowering skilled artisans With Atelier Jolie, Angelina Jolie takes it a step further. And this, by putting tailors, artisans, and other skilled workers in the spotlight. She aims to facilitate exchanges with consumers and provide an online resource to connect with clothing manufacturers. The idea is to purchase one’s own designs rather than those of a designer brand. “Anyone can create. So why covet designer brands?” begins the actress in the introduction to her brand. “Designers often draw or approve the designs, but it’s the tailors who make the difference and with whom I truly enjoy creating. Yet, these creators rarely receive the credit and respect they deserve,” she continues. Despite the displeasure it may cause renowned designers, they will not be at the heart of this project. Which seeks to value artisans, emerging designers, and the public.

Highlighting upcycling

Another crucial aspect not to be overlooked is eco-responsibility, which, according to the brand’s presentation, will be at the core of this new project. Angelina Jolie doesn’t elaborate much on the subject, providing few details. However, it can already be said that the brand will primarily revolve around upcycling, i.e., using waste materials. It specifically aims to solely utilize vintage materials or dormant stocks. This, with the intention of avoiding new resources and building an entirely circular economy-based model.

Quality vintage or unused materials and unsold items

“We will only use quality vintage or unused materials and unsold items. You can repair or recycle pieces from your wardrobe that you wish to revive, perfecting the fit, breathing new life into what could have been discarded, and creating meaningful, high-quality clothing,” emphasizes the American producer. By offering an alternative brand with reduced environmental impact, she intends to contribute to the fight against climate change. It remains to be seen whether the entire process will be confined to this eco-responsible concept.

Collaboration as the brand’s core

The role of consumers in this project is undoubtedly essential. Angelina Jolie provides little information about their exact involvement, but there is no doubt that they will be at the center of the creative process. “I am creating a place where creative individuals can collaborate with a skilled and diverse family of tailors, pattern makers, and expert artisans from around the world. A place where you can have fun. To create your own designs freely. To discover yourself,” she states. And she doesn’t plan to stop there. She even hopes to “create an entire community of creativity and inspiration, regardless of socio-economic background.” The actress emphasizes that this will involve forming a diverse and varied team, implementing internships, and even providing training for refugees “and other talented and underestimated groups, with positions of dignity based on competence.”

Potential disruption to the fashion industry

This unique project has the potential to disrupt the fashion industry, primarily because the star envisions herself as a mediator, an intermediary who is not at the center of the creation process. This is a rarity. Now, we must wait until autumn 2023 to learn more about this innovative brand. “All of this is new, and I am more of an artist than a businesswoman. I hope to see you there and be one of the many people creating with you within our new creative collective. Please bear with me as I grow alongside you,” concludes Angelina Jolie.

Significant departure from conventional fashion brands

The launch of Atelier Jolie represents a significant departure from conventional fashion brands. By prioritizing collaboration, eco-responsibility, and craftsmanship, Angelina Jolie aims to address the evolving needs and values of consumers. The brand’s emphasis on empowering skilled artisans and promoting their work acknowledges their crucial contribution to the fashion industry, often underappreciated. Atelier Jolie also stands out for its commitment to upcycling, utilizing vintage materials and dormant stocks to reduce waste and minimize environmental impact.

What sets this brand apart is its focus on the consumers themselves. By creating a space where individuals can collaborate and freely express their creativity, Angelina Jolie invites them to actively participate in the design process. This approach not only fosters inclusivity but also encourages personal expression and self-discovery. Furthermore, the brand’s intention to establish a diverse and skilled team, offering opportunities for refugees and other talented but marginalized groups, demonstrates a commitment to social empowerment and dignity based on competence.

Artist-driven initiative

While the full details of Atelier Jolie’s operations are yet to be revealed, the anticipation surrounding this unique venture is palpable. As an artist-driven initiative rather than a purely business-driven one, Angelina Jolie’s brand aims to challenge established norms in the fashion industry. Its success or failure will depend on how well it aligns with the values and aspirations of its target audience, as well as its ability to deliver on its promises of collaboration, eco-responsibility, and quality craftsmanship.

As we eagerly await the autumn of 2023, when Atelier Jolie is set to launch, the fashion world is buzzing with anticipation, curious to witness the unfolding of this innovative brand that seeks to redefine the boundaries of fashion and empower both creators and consumers in the process.