The Arrival of Atelier Jolie: A Revolutionary Approach to Fashion
American actress and humanitarian, Angelina Jolie, launched her fashion brand, Atelier Jolie, in May, with an unconventional strategy to disrupt the industry’s norms. This brand sets a new course in fashion, spotlighting the tailors, pattern-makers, and artisans involved in the process, and utilizing only vintage material and deadstock.
In a landscape where celebrities are increasingly developing their own beauty and fashion brands, Jolie stands out, switching up the playbook to prioritize collaboration with artisans and existing brands. With scant details revealed at the brand’s launch, her latest announcement sheds some light on Atelier Jolie’s operational dynamics moving forward.
Atelier Jolie & Chloé: A Groundbreaking Collaboration
The first of these collaborations sees Atelier Jolie teaming up with luxury brand, Chloé, to present a womenswear capsule collection. The collection was co-designed by Jolie and Chloé’s departing creative director, Gabriela Hearst, marking a monumental partnership that sets the stage for what future alliances under Jolie’s fashion label will look like.
It’s noteworthy that the collection leans heavily on Chloé’s “network of international makers,” incorporating a higher percentage of lower-impact materials than any of the maison’s previous collections, according to an official statement. In essence, this collaboration is more than a fashion statement — it’s a testament to ethical production and sustainable consumption.
An Emphasis on Sustainability and Fair Trade
The Chloé x Atelier Jolie capsule collection is primarily composed of eveningwear featuring fluid silhouettes inspired by Jolie’s own wardrobe. These pieces not only highlight the exquisite craftsmanship of artisans from a Fair Trade enterprise but also spotlight female-led social enterprises.
In line with the sustainable ethos of Atelier Jolie, multiple looks are created using deadstock and lower-impact materials. This approach aligns perfectly with Chloé’s B Corp status, achieved in October 2021, which signifies a comprehensive evaluation of the company’s impacts on its workers, customers, community, and environment.
Investing in Artisans: A Business Model with a Conscience
The decision to collaborate with Chloé wasn’t solely about the company’s established reputation. Jolie was particularly attracted to its B Corp certification, stating: “It was important to me to work with Chloé, one of the first luxury brands to be a B Corp.”
Jolie’s earnings from the collaboration will be invested in establishing apprenticeships for tailors and artisans at Atelier Jolie, highlighting her commitment to the industry’s workforce and sustainable fashion.
The Unveiling of a Unique Collection
Set to be unveiled in October, alongside Chloé’s Spring/Summer 2024 collection, the Atelier Jolie x Chloé capsule collection promises to redefine sustainable luxury fashion. “It has been a privilege to design with Gabriela Hearst, and I hope all women will feel comfortable and beautiful in this capsule collection,” Jolie added.
Hearst echoes this sentiment, expressing her belief in Jolie’s vision for Atelier Jolie as a tool to “elevate others through the beauty of garment-making and her deep respect for the environment.”
This collaborative collection, breaking new ground in sustainable fashion, serves as an innovative example of how the fashion industry can evolve to better serve our planet and its people.
