Angelina Jolie launched Atelier Jolie with all the fanfare you could expect from an A-Lister and one of the most recognizable faces on the planet. She graced the cover of Vogue. She bought the iconic former home of Andy Warhol, 57 Great Jones Street in New York -which still bears graffiti from Basquiat- to give the brand a home. And she even posted to her Instagram account, which followers will know is a rare occurrence.
But all of this impressive marketing is not an attempt to build Jolie’s ego or even her own brand. It’s to support the careers of other artists. Atelier Jolie is a brand of collaborations:
“I’ve met a lot of artisans over the years—very capable, talented people—and I’d like to see them grow,” Jolie told Vogue. “It’s not really about fashion … I don’t want to be a big fashion designer. I want to build a house for other people to become that.”
The atelier itself promises to be a collaborative space — part store, part cafe, part creative community where patrons can stitch and mend and tailor their pieces. “I’ve always wanted to take my family to a place where I can say: Does your clothing really represent you?” she said in Vogue. “Absolutely you? And do you love it? I think the average person would not think it does. But I think tailoring does that for you.”
The brand is a community. The designers and collaborators are mostly “refugees and other talented, underappreciated groups.” Its global collaborators include the London-based milliner Justin Smith, the American artist Duke Riley, South African lacemaker Pierre Fouché, and more.
In the brand announcement, Jolie wrote:
“I am building a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers, and artisans from around the world. A place to have fun. To create your own designs with freedom. To discover yourself.
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.”
“We hope to create a community of creativity and inspiration, regardless of socio-economic background. We will spotlight the people who play a part in each creation. We will bring together a diverse team, including apprenticeships for refugees and other talented, underappreciated groups, with positions of dignity based on skill. And as we work with global artisans and creators, we hope to help share the richness of their cultural heritage and support the development of their own businesses.
But what about the clothes?
It should come as no surprise that the brand’s creative vision is full of timeless silhouettes inspired by Jolie’s simple approach to fashion. “Sometimes the way you dress says, ‘Don’t mess with me—I’ve got my armor on,’ ” Jolie told Vogue. “But I want a woman to feel safe enough that she can be soft.”
Their first collaborator is B Corp-accredited luxury Maison Chloé. Together with Creative Director Gabriela Hearst, Jolie designed this capsule full of eveningwear with an emphasis on fluid silhouettes. Lots of tailored pants and fluid gowns. Lovers of the Chloe, The Row, and Phoebe Philo should eagerly await this one.
This new venture aligns with Jolie’s personal commitment to service. A former UN Refugee Agency Goodwill Ambassador and Special Envoy, Atelier Jolie’s focus on uplifting and supporting creatives from marginalized communities is on brand for Angelina. When she’s not working on this new creative venture, she’s writing pieces for TIME magazine, doing philanthropic work, and using her platform to speak on global issues. Moved by her work with refugees, she has been one of the only major celebrities to use their massive platform to explicitly address the humanitarian crisis in Gaza.
As with everything she does, Jolie’s brand is a labor of love filled with passion and purpose. She has even gotten her kids involved to drive home the communal aspect of the brand. It’s for everyone and it’s about everyone — not just Jolie.
Atelier Jolie opens its doors later this year. I’ll see you all in line at 57 Great Jones St.
