Angelina Jolie launches new sustainable fashion collective

Angelina Jolie is stepping into the world of sustainable fashion.

On Wednesday, the actress announced her intention to launch a new kind of fashion project, aptly named ‘Atelier Jolie’, that allows consumers to take on a creative role in the clothing they wear.

“Atelier Jolie is a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world,” Jolie wrote in the announcement’s Instagram post.

“It stems from my appreciation and deep respect for the many tailors and makers I’ve worked with over the years, a desire to make use of the high-quality vintage material and deadstock fabric already available, and also to be part of a movement to cultivate more self-expression.”

Atelier Jolie will be a collaborative fashion collective

On the fashion collective’s official website, the company further highlights the creative potential of consumers.

“Everyone can create. Why then do we covet designer labels? Why simply buy the design of another person, when you can create yourself?” begins Atelier Jolie’s official statement.

“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.”

The fashion collective intends to employ “a skilled and diverse family of expert tailors, pattern makers, and artisans from around the world” from a variety of socio-economic backgrounds and will also offer “apprenticeships for refugees and other talented, underappreciated groups, with positions of dignity based on skill.”

The collective emphasizes the use of deadstock materials and the ability to repair and upcycle pieces that consumers already own.

“We will use only leftover, quality vintage material and deadstock. You will be able to repair or upcycle pieces from your closet you wish to revive, perfecting fit, breathing new life into what could have been thrown away, and creating quality heirloom garments with personal meaning.”

Jolie ended the statement by hinting that she will be taking part in the creative process herself.

“It’s all new, and I’m more of an artist than a businesswoman. I hope to see you there and to be one of the many creating with you within our new creative collective.”

When will Atelier Jolie launch?

Atelier Jolie is expected to launch sometime in Fall 2023.