She has made headlines on the news, her face has been splashed across every magazine ever known and the paparazzi has followed her every move. Angelina Jolie; Academy Award-winning actress, director, and United Nations Goodwill Ambassador, did not choose the celebrity life, she was born into it. Underneath the many characters she has portrayed, the list of movies she has starred in, and the countless gossip-mongering news pieces on how many of her co-stars she has been associated with, lives a simple woman with a much larger purpose in the world.
Born and raised in the Hollywood industry, Angelina Jolie made her on-screen debut alongside her father Jon Voight, in the movie ‘Lookin to get out’ (1982). Thereafter her career took off a decade later with the movie ‘Hackers’ (1995), followed by internationally loved films such as “Lara Croft: Tomb Raider’ (2001), Mr. and Mrs. Smith (2005), and the biggest commercial success in her career, “Maleficent’ (2014).
An actress who has dedicated her time, spirit, and finances to humanitarian work, Angelina Jolie is simply one of the most inspirational and humble products of Hollywood, shattering the stereotypical celebrity image that the media and paparazzi have painted in the public’s eye so painstakingly.
Upon trademarking the name “Atelier Jolie”, the Golden Globe-winning actress took to her Instagram to announce the launch of her new ethical and purpose-driven fashion brand. Scheduled to officially launch in autumn, “Atelier Jolie” is a brand that is committed to being a driving force for sustainable and responsible fashion, that will pose a strong statement in the world of fast fashion. Atelier Jolie at its core, is a love letter to the underappreciated and unvalued tailor, whom Angelina herself considers to be the individual who truly makes a difference in the process of creating a piece of clothing. With major fashion houses and high-end brands bestowing all the praise and credit upon the shoulders of the designer, tailors and pattern makers from all corners of the world are in the shadows, pouring their heart and soul into the garments they create, and almost always, remaining anonymous.
Exclusively identifying as an eco-conscious label, Atelier Jolie will only use deadstock fabric, (also known as leftover/ surplus/ remnant fabric) and quality vintage material to upcycle, repurpose and reinvent existing clothing. Over 100 million tons of textile waste pile up at landfill sites every year, as a result of overproduction of materials and the cons of fast fashion. Through Atelier Jolie, the former UN special envoy aims to promote a slow, ethical fashion that harnesses self-expression through a creative lens while minimizing the harm done by excessive material wastage.
Remaking old garments is not the only vision Jolie has for her fashion brand as she also wishes to foster individual expression, creativity, and empowerment in her community of customers by enabling them to work together with a diverse group of global tailors, pattern makers and artisans.
“Everyone can create. Why then do we covet designer labels? Why simply buy the design of another person, when you can create yourself?”, is her opening statement on the brand’s website. Jolie vows to create an inclusive communal space of creatives, acting as an online resource for individuals and garment makers to meet, recreate and breathe life into old outfits that were meant to be discarded. Angelina Jolie’s network of creators, interested in finding a purpose in a fast-paced fashion industry will see artisans, tailors, and pattern makers of all walks of life, as the label intends to spotlight underappreciated and marginalized communities irrespective of socio-economic status, including refugees.
“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.”, Jolie penned on her label’s official website.
