What is Atelier Jolie?
A celebrity-founded label you don’t want to miss out on.
It seems that everywhere you turn, another A-list celebrity is launching a fashion brand. To be frank, it can feel a bit overdone, like yet another expansion of product categories; another way for the rich to get richer. However, Atelier Jolie, Angelina Jolie’s new fashion label, breaks this mold by creating a unique, artistic, and sustainable community.
Founded in late 2023, Atelier Jolie is a hub for creativity. At this one-of-a-kind facility, visitors can fully express themselves by creating their own apparel in collaboration with expert tailors, pattern makers, and artisans. Whether you’re designing, repairing, or upcycling garments, Atelier Jolie empowers you to craft quality heirloom pieces that will be a long-lasting addition to your wardrobe.
Atelier Jolie not only fosters a creative collective that enables members to express themselves artistically, but does so sustainably. By utilizing only leftover, quality vintage, and deadstock materials, your creations are environmentally conscious and ethically produced. The business module emphasizes reducing waste and transforming it into something beautiful.
The brand has collaborated with numerous renowned artisans, designers, and artists, including Chloé, Mimi Plange, and Baba Diop. Recently, Atelier Jolie produced garments for the cast of The Outsiders for their Broadway premiere. Jolie herself even designed a stunning custom gown for writer Suleika Jaouad, using 100% vintage and traceable materials.
For their latest release, Atelier Jolie is working with Japanese artist Mitsuga Sasaki, who uses the Sashiko sewing method to create patchwork garments made out of old fabrics, some of which are over 100 years old. Showcasing his love for the practice of upcycling, this special apparel is completely sustainable. Select pieces from this unique collection can be found at Atelier Jolie for purchase.
Currently, Atelier Jolie’s in-person location can be found on 57 Great Jones St. in New York City, a site famous as artist Jean-Michel Basquiat’s former studio. It is open from Tuesday to Saturday by appointment only. However, the organization plans to expand into a variety of locations and develop an online creative collective.
Atelier Jolie stands out in a crowded market by prioritizing creativity, sustainability, and community. It offers a wholly refreshing take on the celebrity fashion brand, proving that it’s possible to make a positive impact while creating beautiful, lasting fashion.
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