In a world where fashion and sustainability often seem at odds, Hollywood icon Angelina Jolie is making her own path. With the launch of her new brand, Atelier Jolie, the multi-hyphenate talent is taking a stand against fast fashion and leading the charge towards a more inclusive and sustainable industry.
Renowned for her grace and style, Angelina Jolie has been a fashion inspiration for many over the years. Having frequently graced red carpets in exquisite gowns from the likes of Versace, Ralph Lauren, Elie Saab, Valentino and Louis Vuitton, Jolie is no stranger to the world of high fashion. However, with Atelier Jolie, she’s venturing into a space that’s about much more than just aesthetics.
Atelier Jolie is a contemporary fashion house with a twist. Instead of simply selling designs to consumers, the brand invites its customers to collaborate directly with its skilled team of tailors, pattern makers, and artisans to create unique, one-of-a-kind fashion pieces. As Jolie herself explains, the idea is to build a creative collective that uses curated quality vintage and deadstock materials to breathe new life into items that could have otherwise been discarded. This not only reduces waste, but also allows for the creation of quality heirloom garments with personal meaning.
Jolie’s own personal style, characterized by monochrome, minimal, and mostly anonymous designs, reflects a similar ethos. Despite her status as a fashion icon, she has always emphasized that the story should be about her, not the clothes she’s wearing. This philosophy, which also values re-wearing and recycling old clothes, shines through in Atelier Jolie’s mission and operations.
The issue of textile waste is a major concern in the fashion industry. Each year, over 100 million tons of textile waste end up in landfills, contributing to environmental degradation. Through its innovative approach, Atelier Jolie aims to address this crisis. The brand encourages consumers to repair or upcycle pieces from their closets, thereby reducing waste and giving a second life to their beloved items.
Beyond addressing environmental concerns, Atelier Jolie also aims to spotlight underappreciated groups. With her extensive work with the United Nations Refugee Agency, Jolie is uniquely positioned to make a significant impact in this area. The brand plans to utilize the skills of refugees and other underrepresented groups, offering them positions of dignity based on skill. In this way, Atelier Jolie is not just a fashion house, but a platform for social change.
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