New Atelier Focuses on Sustainability and Consumer Collaboration

Angelina Jolie has officially entered the fashion industry with the launch of her new business, Atelier Jolie. Described as a “creative collective for self-expression,” the initiative invites consumers to take on the role of designer, collaborating with tailors, pattern makers, and artisans to create unique fashion pieces.

In her announcement on Instagram, Jolie posed the question, “Why simply buy the design of another person, when you can create yourself?” She emphasized the joy of self-expression through creation, stating, “The highest form of self-expression — and I believe the most fun — is to create for ourselves.”

The Mr. & Mrs. Smith star aims to democratize the fashion industry by giving customers access to a network of emerging designers. Atelier Jolie will prioritize sustainability by using “quality vintage” and “deadstock” materials, reducing waste in the fashion supply chain.

Jolie also unveiled the brand’s logo, designed by Peter Miles, an art director known for his work with Celine and Gabriela Hearst. The logo features the brand name in white text against a rustic brown fabric background.

The mission statement highlights the brand’s commitment to upcycling, encouraging customers to repair or reinvent pieces from their own closets, thereby creating heirloom garments with personal significance.

While details on the specific operations and launch date remain vague, Jolie expressed her hope to cultivate a community of creativity and inspiration that welcomes individuals from all socio-economic backgrounds. She also shared her long-standing passion for fashion, mentioning her experience designing clothes and learning from skilled tailors.

Jolie’s venture into fashion marks an exciting new chapter, blending her artistic vision with a commitment to sustainability and personal expression.