Actress, filmmaker, and humanitarian activist Angelina Jolie has announced that she is creating a new Fashion House that will cater to the needs of diverse consumers, as well as continue to put her eco-consciousness to the forefront. Titled Atelier Jolie, Jolie introduced the basic outline of the business via an Instagram post.
Although the business seems to be very much in it’s infancy, Jolie pointed to the company centering around consumers using the website to design, re-design and personally tailor their upcycled or worn clothing. In this way, she hopes to provide consumers with clothes that are unique to their own self expression instead of simply being the creative vision of another designer.
“Why simply buy the design of another person, when you can create yourself? We can all collect, appreciate and be influenced by the designs of others. But the highest form of self-expression — and I believe the most fun — is to create for ourselves,”
The use of upcycled clothing fits Angelina Jolie long withstanding humanitarian efforts, as Fashion has continued to contend with fast fashion brands and trends that tend to provide clothes meant to fall apart in a short amount of time before being disposed of by the consumer. The Ellen Macarthur estimates that a truckload of abandoned textiles are thrown into a landfill every second. Even so, people are buying more clothes than ever, and yet wearing those clothes half as long; and while those trends have made some retail empires, such as Shein, they are also contributing to the strain on the ecosystem at an alarming rate.
Jolie went on to state, “You will be able to repair or upcycle a piece from your closet you wish to revive, perfecting fit, breathing new life into what could have been thrown away, and creating quality heirloom garments with personal meaning.”
The Instagram post also featured a logo for the business, done by Peter Miles, an art director who has worked with the likes of Gabriela Hearst, Repossi and more.
The post made no mention of a launch date for the brand.