Actress and director Angelina Jolie unveiled a new sustainable fashion label touted as “a place for creative individuals working with a skilled and diverse family of skilled tailors, pattern cutters and artists from around the world.” .
The new fashion label is called Atelier Jolie. “Fashion is an art that I have had the privilege of playing with over the years. I have designed dresses and learned about tailoring from many of the best tailors.
“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,” the actress wrote in an open letter on the label’s website.
The brand, which will be launched in the fall, is also a place “to have fun. To create his own designs with freedom. To discover yourself”.
Atelier Jolie’s plans
On Instagram, Jolie shared that she wants to democratize the fashion industry by giving her customers access to a collective of emerging designers and artisans. Additionally, Atelier Jolie will become a comprehensive online resource for finding fashion designers who use curated leftovers and vintage materials “to create one-of-a-kind pieces that embody personal creativity and purpose”.
The brand will only use high-quality vintage materials and leftovers, encouraging customers to repair and recycle pieces from their own wardrobe. It’s about perfecting the fit, breathing new life into what could be thrown away and creating quality garments with personal meaning, Jolie said.
“We hope to create a community of creativity and inspiration, regardless of socioeconomic background,” Jolie continues in the letter. “We will focus on the people involved in each creation. We will bring together a diverse team, including apprenticeships for refugees and other talented underappreciated groups of people, with worthy positions based on skills. And as we work with artisans and creatives from around the world, we hope to share the richness of their cultural heritage and support the development of their own businesses.”
Jolie didn’t go into detail about the brand’s products or strategy, and ended the letter by saying, “This is all new to me and I’m more of an artist than a businesswoman. Bear with me. I hope to grow with you.”
This translated post previously appeared on FashionUnited.com.