The actress and philanthropist places focus on emerging designers, master artisans, and larger causes.
Angelina Jolie is the latest celebrity to unveil her own fashion brand, with additional humanitarian and sustainable values at its core.
The actress announced the launch of Atelier Jolie through an Instagram post last Wednesday. “I’m starting something new today—a collective where everyone can create,” she wrote.
She also placed a link to her brand’s new website at the end of the post. For now, all it contains is a longer letter from Jolie. “Everyone can create. Why then do we covet designer labels? Why simply buy the design of another person, when you can create yourself?
“We can all collect, appreciate, and be influenced by the designs of others. But the highest form of self-expression—and I believe the most fun—is to create for ourselves.”
It seems that Jolie is ready to explore her creativity with fashion further, as she’s already gained experience designing clothes in the past. She’s also eager to work with master tailors while boosting emerging designers in the process.
A Larger Cause
The brand will only make use of leftover, quality vintage material and deadstock. In her letter, the actress encourages others to repair and upcycle existing pieces, “breathing new life into what could have been thrown away, and creating quality heirloom garments with personal meaning.”
Closing the letter, Jolie makes it known that her brand will be open to all creatives, regardless of their socio-economic background. In line with this, apprenticeships will be available to refugees and other underappreciated groups.
This is a cause very close to Jolie, as she’s spent two decades working for the UN Refugee Agency. She’s carried out over 60 field missions, and recently visited Yemen and Burkina Faso to meet the countries’ displaced people.
“It’s all new, and I’m more of an artist than a businesswoman,” she wrote. “I hope to see you there, and to be one of the many creating with you within our new creative collective. Bear with me. I hope to grow this with you.”
Aside from this announcement and a newly opened Instagram account for Atelier Jolie, little else has been shared. The first post in the account offers some news for anticipation, saying that the brand will be “Coming Fall 2023.”
Banner image via Instagram @angelinajolie.
