There’s a new celebrity stepping into the fashion industry, but this time, the star is adding an extra level of sustainability awareness. Angelina Jolie announced the launch of her new, purpose-driven label Atelier Jolie with her 14.3 million Instagram followers on Wednesday. “I’m starting something new today — a collective where everyone can create,” the Oscar winning actress and humanitarian wrote.
She described it as “a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world.” Atelier Jolie also invites consumers to play a collaborative role in the design process. The idea was inspired by the actress’ “appreciation and deep respect for the many tailors and makers” she’s worked with throughout her three-decade long career.
The new project was born out of the “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.”
The logo, featuring a rustic metallic bronze background with an artistic black typeface, was conceived by Peter Miles, an art director who has previously worked with fashion houses like Celine, Gabriela Hearst and Repossi.
The Girl, Interrupted star also launched the brand’s own Instagram account, which has quickly garnered an impressive number of followers. “Atelier Jolie wants to join others in their effort to democratize the fashion industry, allowing the customers to have access to a collective of emerging designers and master artisans,” the brand wrote in a statement. “There will also be an inclusive online resource for finding garment makers, making use of curated dead stock and vintage materials to create one-of-a-kind pieces that embody personal creativity and purpose.”
Jolie and her family have been known to prioritize sustainable style. The actress’ teenage daughters, Shiloh and Zahara wore archival pieces from their mother’s wardrobe at the premiere of her Marvel film, Eternals in 2021.
Lately, Jolie has opted for timeless neutrals and relaxed silhouettes, but is known for her head-turning Versace gowns on the red carpet. (Remember her 2012 Academy Awards leg reveal, anyone?)
In a letter posted to the brand’s new website, Jolie signed off by writing, “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. Bear with me. I hope to grow this with you.”
Atelier Jolie is slated to launch in Fall 2023.
