Angelina Jolie is the latest celebrity to launch her own brand. Yesterday, the actress and humanitarian announced that she would be heading up Atelier Jolie, a fashion-focussed initiative with a difference.
While many details are being kept under wraps for the moment, she has revealed that Atelier Jolie will have both a social justice and a sustainability element to it.
The company aims to democratise the fashion industry, allowing consumers to partner with a network of tailors, pattern makers and artisans around the globe, to create their own unique designs. The brand will also work closely with refugees and give support to other under-appreciated groups.
Regarding the products, Atelier Jolie will use deadstock materials, and will also be involved in repair and upcycling. Consumers will have the opportunity to breathe life into what may otherwise have been thrown away, and create "quality heirloom garments with personal meaning".
"I’m starting something new today — a collective where everyone can create," the actress said on Instagram under a photograph of the brand's logo. "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."
She added: "It stems from my appreciation and deep respect for the many tailors and makers I’ve worked with over the years, 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."
On the brand's newly-launched website, Jolie explains that she wants to give more credit to the tailors and artisans who work directly on the pieces, and give consumers the opportunity to be creative themselves.
"Everyone can create. 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."
The launch date for Atelier Jolie is yet to be announced.
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