In the spotlight yet again, Atelier Jolie made waves as Angelina Jolie graced Vogue’s digital cover in mid-2023. The Hollywood legend, known for her multifaceted talents, flaunted a custom-made white dress, which she spray-painted pink.
This artistic rebellion mirrors the ethos of her brand, positioning it as a haven for fashion’s avant-garde. Angelina’s vision for Atelier Jolie is not just about creating fashion; it’s about fostering a community for aspiring trailblazers. Join us as we dive into this exciting new venture.
New Home in NYC
Angelina Jolie’s Atelier dreams are coming to life by establishing a physical space in the heart of New York City. Nestled at 57 Great Jones Street, this Manhattan property uniquely connects to NYC’s art scene. Formerly owned by the Pop Art icon Andy Warhol and once the residence, workplace, and final resting place of the legendary artist Jean-Michel Basquiat, this location exudes creative energy.
Jolie secured the space through a rental agreement with the real estate agency Meridian Capital Group. Directors John Roesch and Garrett Kelly confirmed the deal, revealing that the Atelier would serve as a platform to spotlight underrepresented tailors and artisans.
Inside the three-story, 6,600-square-foot space, Angelina will create her fashion label. While the interior may undergo some changes, the exterior, adorned with street art, will remain an homage to Basquiat, who began his career as part of the graffiti art duo SAMO.
Roesch shared, “Jolie wanted to preserve the older art on the building and keep that Basquiat feel to the space.” Kelly added, “She loved the facade of the building and it being tagged up with street art as a memorial for Basquiat.”
Atelier Jolie shared the announcement on their official Instagram, expressing their commitment to honor the artist’s legacy and create a space for creativity and community.
Atelier Jolie’s First Collaborator
In June, B Corp-accredited luxury Maison Chloé proudly revealed their collaboration with Atelier Jolie. Angelina Jolie collaborated closely with Chloé’s Creative Director Gabriela Hearst, on a new capsule collection focusing on eveningwear. The exhibition highlights fluid silhouettes, timeless design, and tactile details, all inspired by Jolie’s wardrobe.
What Is It All About?
Atelier Jolie, conceived and led by Hollywood icon Angelina Jolie, is poised to celebrate self-expression and the craftsmanship of skilled artisans. It stands apart from conventional fashion brands, which revolve around seasonal collections and exclusive designers.
Instead, Atelier Jolie aims to offer an experience where creative individuals collaborate directly with a global network of tailors, pattern makers, and artisans to bring their unique designs to life.
Jolie articulated her vision, saying, “Everyone can create. Why covet designer labels when you can create yourself? Designers sketch or approve designs, but the tailors make the difference. I’m building a place for creative people to collaborate with a diverse family of expert tailors and artisans from around the world, a place to create your designs and discover yourself.”
Sustainability at the Core
While still in its infancy, Atelier Jolie is committed to sustainability. The brand aims to minimize textile waste by sourcing materials secondhand, primarily from individuals seeking Atelier Jolie’s services.
Jolie emphasized, “We will use only leftover, quality vintage material and deadstock, allowing you to repair or upcycle pieces from your closet. This promotes a circular fashion model, extending the lifespan of clothing through mending, transforming, and repurposing.”
Anticipating Atelier Jolie’s Success
With its innovative approach and commitment to sustainability, Atelier Jolie offers a fresh perspective on the fashion industry. Although more an artist than a businesswoman, Angelina Jolie remains cautiously optimistic about the brand’s future. She said, “It’s all new, and I hope to grow this with you.”
When to Expect the Launch
According to the brand’s Instagram account, Atelier Jolie will officially launch in the fall of 2023. In a Vogue interview, Jolie confirmed that her new label will be fully operational by November. Mark your calendars and be prepared to explore creativity, self-expression, and sustainable fashion with Atelier Jolie.
