Angelina Jolie has been up to a lot lately, and her newest venture includes launching Atelier Jolie, a new purpose-driven brand that will utilize deadstock and tap into the abilities of “refugees and other talented, underappreciated groups, with positions of dignity based on skill.”
Jolie posted the big news on Instagram this morning, writing, “I’m starting something new today – a collective where everyone can create… Atelier Jolie is a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers, and artisans from around the world. It stems for my appreciation and deep respect for the many tailors and makers I’ve worked with over the years, a desire to make use of the high quality vintage material and deadstock material already available, and also to be part of a movement to cultivate more self-expression.”
Over 100 million tons of textile waste dead-end in landfills each year. Atelier Jolie seems created in a way to recognize this crisis. According to the brand website, “You will be able to repair or upcycle pieces 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.”
No matter Atelier Jolie becomes, Angelina Jolie is well-fit for this work. Amidst her acting and directing, she spent two decades working for the UN Refugee Agency, carrying out over 60 field missions, most recently to Yemen and Burkina Faso, that created awareness about people who are forced to flee. Also, in a 2015 op-ed in The Times of London co-authored by Arminka Helic she criticized government inaction, arguing that the growth of displaced people is “unsustainable and beyond what international humanitarian organizations can manage.” Keep an eye on the brand’s new Instagram account, @atelierjolieofficial, for updates.
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