Angelina Jolie is entering the consumer game, but it’s not exactly what you think. She won’t be competing with Rihanna and launching a makeup line, and she’s not getting into the wellness space a la Goop. Instead, the actress is launching Atelier Jolie, a fashion-based business venture with a very Jolie-appropriate twist. As of now, there isn’t too much information about what to expect from this new project, but here’s everything we know so far.
What is Atelier Jolie?
The creation of the Instagram page, @atelierjolieofficial, debuted the news on Wednesday, introducing the collective as an attempt to “democratize the fashion industry” and provide customers access to emerging designers and artisans. The basis of Atelier Jolie will be an online resource to help source garment makers who make use of dead stock and vintage materials to create one-of-a-kind pieces.
Jolie shared more information about the project on her personal account, where she posted the Atelier Jolie’s logo, designed by Peter Miles. “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 wrote, adding that the idea came from her “deep respect for the many tailors and makers” she’s worked with over the years.
On the project’s website, Jolie went more into the reasoning behind Atelier Jolie. “Everyone can create. Why then do we covet designer labels?” she asked. “Why simply buy the design of another person, when you can create yourself?”
It seems in general, Atelier Jolie will act as a liaison between creatives and consumers, connecting those who want one-of-a-kind pieces with those who have the talent and product to make them. “We hope to create a community of creativity and inspiration, regardless of socio-economic background,” Jolie wrote. In addition, there will be an emphasis on highlighting and supporting the creatives involved in the project,…
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