Angelina Jolie Appears On The Cover Of Vogue To Support Atelier Jolie
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Angelina Jolie Appears On The Cover Of Vogue To Support Atelier Jolie

The Hollywood legend is dipping her toes into sustainable fashion

While we’re no stranger to the worlds of Hollywood and fashion colliding, the arrival of Angelina Jolie’s upcoming fashion brand, Atelier Jolie, is perhaps one of the buzziest launches we’ve seen in recent years. Here’s everything you need to know about the new label.

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What’s Going On With Atelier Jolie?

Angelina Jolie Takes To Vogue To Support Atelier Jolie

On the cusp of opening its doors, Atelier Jolie has once again become the talk of the internet – thanks to founder, Angelina Jolie, who graced the digital cover of Vogue this month to platform her new project. Donning a custom-made white dress which the actor, director, and former UN Refugee Agency Goodwill Ambassador and Special Envoy spray painted pink, Jolie looks the very picture of artsy rebellion. It’s the perfect visual message to accompany her brand, which is shaping up to become a space for fashion’s new trailblazers. ‘I don’t want to be a big fashion designer,’ said to Vogue. ‘I want to build a house for other people to become that.’ Check out the cover below.


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A post shared by Vogue (@voguemagazine)

Atelier Jolie Takes Up Residence In NYC

Angelina Jolie has started to put her Atelier plans into action with a new physical space in New York City. The Manhattan property, which is situated on 57 Great Jones Street, has a special connection to NYC’s art scene; not only was it once owned by Pop Art icon Andy Warhol, it was also where legendary artist Jean-Michel Basquiat lived, worked and died.

Jolie will be renting the space from the real estate agency Meridian Capital Group. Directors John Roesch and Garrett Kelly confirmed the deal, indicating that the Atelier would use the space to showcase the work of under-represented tailors and artisans.

Inside, there’s 6,600 square feet of space spread across three floors for the actress to set up her label. While the interior might see a couple of changes, however, the exterior will remain the same. The building itself is adorned in street art, which Jolie has voiced she’d like to keep as a public tribute to Basquiat as the artist started his career as part of the graffiti art duo SAMO.

According to ARTnews, Roesch said that Jolie ‘wanted to preserve the older art on [the building] and keep that Basquiat feel to the space.’

‘She loved the facade of the building and it being tagged up with the street art as a memorial for Basquiat,’ added Kelly.


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A post shared by Atelier Jolie (@atelierjolieofficial)

Sharing the announcement on the official Atelier Jolie Instagram, the brand wrote:

’57 Great Jones Street.

A privilege to be in this space. We will do our best to respect and honour its artist legacy with community and creativity. Hope to see you there.

Jean-Michel Basquiat’s sisters Lisane Basquiat and Jeanine Heriveauxex illuminate his contribution to the history of art at the exhibit King Pleasure. Visit the link in our bio to learn more.

For those unable to join us in New York City, we’re designing an online community and destination for you to create with us.’

The news also came with a website update, with the video shared on the brand’s social platforms replacing Jolie’s initial letter to fans introducing her brand.

Atelier Jolie’s First Collaborator Is Chloé

In June, B Corp-accredited luxury Maison Chloé revealed it would be the first collaborator for Atelier Jolie. It’s indicated that Jolie worked closely with Chloé Creative Director Gabriela Hearst on a new capsule, which will focus primarily on eveningwear, with an emphasis on fluid silhouettes, timeless design and tactile details. Much of the collection has also been inspired by Jolie’s own wardrobe. You can read the full story, which details what the collection will look like, here.

Everything We Know So Far About Atelier Jolie

What Is Atelier Jolie?

Atelier Jolie is an upcoming fashion label created by Hollywood actress (and namesake) Angelina Jolie, which will celebrate self-expression and the work of skilled craftspeople.

How Will It Differ From Other Fashion Brands?

Unlike a traditional fashion brand, which works around the release of seasonal collections and designers, Atelier Jolie aims to offer and experience where creative people can work directly with a global network of tailors, pattern makers and artisans to bring their own designs to life. ‘Everyone can create,’ said Jolie, in an open letter on the brand’s official website. ‘Why then do we covet designer labels? Why simply buy the design of another person, when you can create yourself?

‘We can all collect, appreciate, and be influenced by the designs of others. But the highest form of self-expression – and I believe the most fun – is to create for ourselves.

‘Designers often sketch or approve designs, but it is the tailors who make the difference and who I truly love creating with. And yet, these makers rarely receive the credit and respect they deserve.

‘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.’


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A post shared by Atelier Jolie (@atelierjolieofficial)

Is It Really Sustainable?

While still very much in the early stages of development, the brand has emphasised that it wants to avoid adding more textile waste to the fashion industry with its creations. Instead, materials will be sourced secondhand – and primarily from the people who want to use Atelier Jolie’s services.

‘We will use only leftover, quality vintage material and deadstock,’ emphasised Jolie. ‘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.’

Atelier Jolie should, in essence, promote a circular fashion model, where the lifetime of clothing items are extended via mending, transforming and repurposing. It’s an interesting concept, especially if it aims to keep what we have in use rather than just create something completely new.


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A post shared by Atelier Jolie (@atelierjolieofficial)

Will It Work?

We can only hope so. In her letter, the actress expressed a tentative optimism for the future of Atelier Jolie: ‘It’s all new, and I’m more of an artist than a businesswoman. I hope to see you there, and to be one of the many creating with you within our new creative collective.

‘Bear with me. I hope to grow this with you.’

When Will Atelier Jolie Launch?

According to the brand’s Instagram account, Atelier Jolie will officially launch in fall 2023. In an interview with Vogue, Jolie confirmed her new label will be up and running in November.


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Where Can I Get More Updates?

Check back here for more details about Atelier Jolie, or visit the brand’s website where you can sign up to its newsletter.

Featured image: Atelier Jolie x Chloé