The ultra-glamorous Angelina Jolie is causing some serious waves in the world of haute couture. Yes, the very same star who has been making headlines with her upcoming role in the Maria Callas biopic, directed by the fabulous Pablo Lorrain. The big screen isn’t the only place Jolie’s got her fingers in the pie. She’s now ready to sprinkle her magic in the sphere of fashion with the launch of her new brand, Atelier Jolie. And it’s not just any brand – it’s one with purpose, darlings!
Angelina, the multifaceted actress, director, and influential ex-United Nations ambassador and special envoy is driving an exclusive mission to salvage deadstock and leverage the incredible talents of refugees and other undervalued groups. “Positions of dignity based on skill” – doesn’t that have a glamorous ring to it?
Our stunning diva took to Instagram to announce her latest venture, “A collective where everyone can create… Atelier Jolie is a place for creatives to unite with our global family of supremely talented tailors, pattern makers, and artisans. It’s a tribute to the many skillful creators I’ve had the privilege to collaborate with, and also a movement to encourage more self-expression“. Oh my! Now, this is what we call a game-changer.
Angelina, known for her minimalist monochrome ensembles, always ensures her clothes complement rather than compete with her persona. She, and her super stylish teens, have been advocates of repeating and recycling fashion, proving style and sustainability can go hand in hand. The premiere of her Marvel film, Eternals, was a prime example when her daughters, Shiloh and Zahara, rocked their mom’s vintage outfits!
Atelier Jolie, it seems, is aimed to tackle the global textile waste problem – 100 million tons of which end up in landfills annually. The brand’s ethos, as its website states, is to revive, renew and upcycle fashion pieces, breathing a fresh, chic life into what might have been discarded, and crafting personal, meaningful heirloom pieces.
Intriguingly, Angelina has always had a close association with refugee issues, thanks to her two-decade-long work with the UN Refugee Agency. Now, with the recent end of Title 42 – a pandemic-induced measure that fast-tracked the rejection of migrants, Atelier Jolie could well be an exciting platform for displaced creatives.
Angelina’s unique position, owing to her work raising awareness about forced migration, through over 60 field missions (recent ones in Yemen and Burkina Faso), makes her an ideal disruptor in this space. Stay tuned for updates on Atelier Jolie’s official Instagram handle @atelierjolieofficial. As Jolie once stated, “The growth of displaced people is unsustainable and beyond what international humanitarian organizations can manage”. Let’s see how she manages to weave that into her fashion endeavor!
