” I’m starting something new today: a collective where everyone can create Angelina Jolie posted on Instagram on May 17, 2023. The refugee-focused filmmaker knows how to make every public appearance she makes a big fashion moment, even when she’s wearing old clothes (which is quite rare in the world of celebrities, used to wearing a outfit only once for a red carpet). Already an ambassador for beauty brands, such as Mon Guerlain perfume, it was only a matter of time before she launched into fashion. But not only that: instead of being content to be a muse, Angelia Jolie is actually creating her own house, full of various talents, where creative personalities can find the door wide open. You too, if you wish.
Angelina Jolie creates her own fashion brand, or rather opens a participatory laboratory
This is what Angelina Jolie announces in the following of her post on Instagram:
“Atelier Jolie is a place where creatives can collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world. This comes from my appreciation and deep respect for the many tailors and makers I have worked with over the years, a desire to use high quality vintage materials and off-the-shelf deadstock fabric, and also to be part of a movement to nurture more self-expression. »
This beautiful idea is like a UFO in the ultra-competitive fashion landscape, where houses compete for talent and want to associate their name with that of an artistic director for several years, in order to create and maintain consistency, familiarity and loyalty.
Less competition, more collaboration: towards a change of era in the fashion industry?
At the moment, only the Jean Paul Gaultier maison can boast a creative process similar to the one announced by Atelier Jolie. Indeed, since the retirement of the great couturier in January 2020, the company that continues to bear his name welcomes every six months a different creative personality to imagine a haute couture collection tailored thanks to all the talents and knowledge-to make home . Chitose Abe, of Sacai followed; Glenn Martens, of Y/Project and Diesel; Olivier Rousteing, of Balmain; Haider Ackerman. And it is Julien Dossena of Paco Rabanne who is next to tackle the exercise which will be unveiled in July 2023.
On the other hand, we are seeing more and more collaborations between fashion houses positioned in the same niche, and not in different market segments that we are already used to (like Mugler x H&M for example): Fendi x Versace or Gucci x Collaborations with Balenciaga would have been unthinkable a few years ago. The announced positioning of Atelier Jolie therefore seems to confirm the change of era that is taking place towards a more collaborative period in fashion, already delighting Angelina Jolie who thus concludes her publication on Instagram: “ I look forward to developing it with you. ” But it is an even more participatory project that the filmmaker involved with refugees is preparing to open.
Atelier Jolie, an anti-fashion brand, far from the cult of personality
On Atelier Jolie’s Instagram, you can learn more about this participatory art direction strategy, rather than one person centered on a cult of personality :
“Atelier Jolie wants to join others in their efforts to democratize the fashion industry by allowing clients to have access to a collective of emerging designers and master craftsmen.
There will also be an inclusive online resource to find apparel manufacturers, using dormant stock and vintage materials to create one-of-a-kind pieces that embody creativity, filled with meaning. »
Atelier Jolie is full of talents open to all ideas, even yours
But it is on the brand’s website, or rather the workshop open to all, that we learn more, from the words of its founder, Angelina Jolie:
“Anyone can create. Why then do we crave designer labels? Why just buy someone else’s design when you can create it yourself?
We can all collect, enjoy and be influenced by the drawings of others. But the highest form of self-expression – and I think the most enjoyable – is creating for ourselves.
[…] We will only use leftovers, quality vintage materials and dormant stocks of fabrics. You will be able to repair or recycle the pieces of your wardrobe that you want to revive, perfect the fit, give new life to what could have been thrown away and create quality garments with a personal meaning.
We hope to create a community of creativity and inspiration, regardless of socio-economic background. We will shed light on the people who play a role in each creation. We will bring together a diverse team, including refugee trainees and other talented and underrated groups, with deserving assignments based on skills. And by working with artisans and designers from around the world, we hope to help share their rich cultural heritage and support the development of their businesses. »
So it’s an anti-fashion brand, a rather singular project, very ambitious, open to all, even with a humanitarian dimension, as only Angelina Jolie could have done. And maybe soon with you, as Atelier Jolie officially opens in the fall of 2023.
Do you like our articles? You will love our newsletters! Sign up for free on this page.
Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
