Fashion for good: Angelina Jolie’s new clothing brand aims to reduce waste
Actor and world-renowned humanitarian Angelina Jolie announced the launch of her upcoming purpose-driven fashion clothing collective named Atelier Jolie. The project aims to provide a space “where everyone can create”, according to the Maleficent actor.
She shared the news on Instagram on Wednesday and wrote, “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.”
The project arises from her “appreciation and deep respect for the many tailors and makers” she’s worked with throughout her career and “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”, the Salt actor added.
The clothing collective is set to launch in fall this year, according to its official Instagram account.
A source told People Magazine that the project had “been years in the making. [Jolie] wants the focus to be about respecting and putting forward the people who rarely get credited for making the clothes, fabrics, and embroideries.”
The Eternals actor “is creating a space where people can be more creative and original, focusing on craftsmanship and quality, which leads to less waste,” their source added.
The actor is known to repeat her designer outfits, according to the magazine. Her daughters Shiloh Jolie-Pitt and Zahara Jolie-Pitt have also been seen wearing their mother’s dresses and gowns on red carpets.
Her brand will only use leftover fabrics, vintage materials and surplus cloth, encouraging people to repair and reuse their clothes.
Atelier Jolie’s website says that it will also “bring together a diverse team, including apprenticeships for refugees and other talented, under-appreciated groups, with positions of dignity based on skill”.