Angelina Jolie, the renowned Academy Award Winner, has recently delved into the fashion industry with her new venture, Atelier Jolie. In a candid interview with WSJ magazine, Jolie revealed her post-divorce life, her movie career, and her deep devotion to her children. But the highlight of the interview was her foray into the fashion world, where she showcased her own collection through captivating black-and-white photographs.
When Jolie admitted that she had never attended a fashion show or the renowned Met Ball, it was a surprising revelation considering her remarkable influence in the entertainment industry. However, this fearless entrance is part of Jolie’s unique charm as she breaks away from the expected norms of a celebrity fashion line. Her collection boasts sleek and neutral looks, ranging from a boxy blazer and skirt to a show-stopping sheer black gown. One standout piece even features a hand-painted design by artist Chaz Guest, making it a truly one-of-a-kind garment. The price and availability of these exquisite pieces are kept exclusive, only upon request.
Atelier Jolie: A New Chapter
Jolie opened the doors to Atelier Jolie’s first physical store in New York’s NoHo neighborhood, a space that was previously the studio and home of the late Jean-Michel Basquiat. The location itself exudes artistic history and sets the stage for Jolie’s bold and innovative vision. Despite reports of the space asking a steep $60,000 per month for lease, Jolie’s representative clarified that the deal was more favorable. However, the actress-turned-designer humbly acknowledged that her store might experience financial challenges, stating, “If I can eventually put into practice some things that I think are improvements and I just break even, that’s a huge victory.” Jolie’s commitment to transparency and authenticity in her business ventures is refreshing in a world often driven by profit.
An Ethical Approach
Jolie’s passion for making a positive impact extends beyond the realm of film and fashion. In her interview, she shared her desire to tackle various issues within the industry, such as ethical sourcing and production. Atelier Jolie has established a committee to guide the brand’s approach, paving the way for a more sustainable and ethical business model. With a profound sense of responsibility, Jolie questions, “Can we avoid doing real damage—not only to the earth but to the garment workers? Is it possible that I could go somewhere and enjoy making clothes, enjoy wearing clothes, and not hurt anybody? And actually, maybe treat people well?” Her introspection and commitment to change are commendable, showing a genuine desire to create a fashion brand aligned with her humanitarian values.
A Unique Shopping Experience
Atelier Jolie presents a novel concept where customers can bring in their existing garments for alterations or create entirely new pieces using deadstock fabric. Alongside Jolie’s creations, the store will also feature other brands within the sustainable fashion space. Additionally, the space includes a café called Eat Offbeat, run by refugee and immigrant chefs, providing a platform for these talented individuals while customers can further personalize their clothing with patches. Education is also at the core of Atelier Jolie, as the store will host various events focused on techniques like silk-screening, studding, and embroidery. Jolie envisions the store evolving into a salon that fosters discussions on sustainability and art.
In the midst of discussing her fashion venture, Jolie shared insights into her personal style. She confessed her penchant for oversized coats, playfully recalling her daughter’s jests about her extensive collection of trench coats. For Jolie, these coats serve as a form of self-protection, a way to conceal and find comfort in a hectic world. She gravitates towards timeless pieces from renowned brands such as Saint Laurent and Celine, projecting an image of unflappable, ladylike safety to her children.
The Future of Atelier Jolie
As Jolie continues to expand her fashion empire, there is a palpable sense of excitement surrounding Atelier Jolie. With her unwavering dedication to ethical practices and her desire to tackle industry issues head-on, Jolie is poised to become a true fashion pioneer. Beyond the confines of film and humanitarian work, she is set to make a lasting impact on the world of fashion, championing change, and creating a space for genuine artistic expression. Watch out for Angelina Jolie as she graces the upcoming Met Gala, perhaps wearing her own iconic trench coat that perfectly embodies her allure and ingenuity.