Angelina Jolie, the acclaimed Academy Award winner, has recently announced her foray into the world of fashion with her brand, Atelier Jolie. In a candid interview with WSJ magazine, Jolie shared insights into her post-divorce life while giving fans a glimpse into her new fashion venture. This marks a significant departure from her usual movie career and humanitarian endeavors.
Jolie, at the age of 48, revealed that she had never attended a fashion show or the Met Ball. However, she confidently posed for a series of striking black-and-white photos, showcasing several sleek and neutral looks from her collection. The ensembles included a boxy blazer and skirt, a sheer black gown, and a black jacket adorned with a long white cape. Notably, one of the jackets featured a hand-painted design by artist Chaz Guest, available upon request.
To kickstart her fashion brand, Jolie opened the doors to Atelier Jolie’s first store in the vibrant NoHo neighborhood of New York City. The store occupies the former studio and home of the legendary artist Jean-Michel Basquiat. Despite reports of the space being listed for $60,000 per month, Jolie managed to secure a more affordable and shorter lease. Although she acknowledged the potential for financial setbacks, Jolie emphasized that her primary goal is to implement improvements and eventually break even.
In a departure from typical celebrity fashion lines, Jolie aims to ensure that Atelier Jolie operates as an ethical business. She established a committee to guide the brand’s sourcing and production practices, acknowledging the need to prioritize sustainability and worker welfare. Jolie expressed her commitment to address the damaging effects of the fashion industry. She pondered, “Is it possible that I could go somewhere and enjoy making clothes, enjoy wearing clothes, and not hurt anybody? And actually maybe treat people well?” Atelier Jolie also collaborates with other brands in the sustainable fashion space, further promoting ethical practices.
Aside from being a retail location, Jolie’s store encompasses a variety of other offerings. It houses a café named Eat Offbeat, which is managed by refugee and immigrant chefs—aligning with Jolie’s dedication to humanitarian causes. Customers visiting the store can have their own clothing pieces adjusted or create new garments using deadstock fabric. Additionally, the space features a gallery and hosts educational events focused on various techniques such as silk-screening, studding, and embroidery. Jolie also hopes to organize salons in the future, covering topics such as sustainability and art.
In the interview, Jolie divulged details about her personal fashion preferences. She confessed her affinity for oversized coats, using them to cover up her casual outfits. Jolie has curated a wardrobe primarily consisting of pieces from Saint Laurent and Celine, aiming to project an image of unflappable, ladylike safety to her children. Reflecting on her daughter’s playful critique, Jolie shared, “My daughter jokes that I wear too many trench coats. It’s just like a hiding thing.”
Speculation has arisen as to whether Jolie will grace this year’s Met Gala with one of her own trench coat designs. Given her recent foray into the fashion industry, her presence at the prestigious event would undoubtedly generate significant buzz, further establishing Atelier Jolie as a formidable player in the fashion game.
Angelina Jolie’s entry into the fashion industry with Atelier Jolie marks an exciting new chapter in her multifaceted career. With her commitment to ethical practices and unique approach to retail, she sets herself apart from traditional celebrity fashion lines. By combining fashion with philanthropy and promoting sustainability, Jolie aims to reshape the industry while offering stylish and conscious choices to fashion enthusiasts worldwide.
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