The actress and UN ambassador’s new venture will utilise deadstock and tap into the abilities of ‘refugees and other talented, under-appreciated groups, with positions of dignity based on skill.’
In the past few years, it’s become commonplace for celebrities to broaden their creative output.
From seemingly endless forays into fashion, to the copious beauty brands that A-listers have founded, these days it’s almost unusual for our favourite actors, musicians, and reality TV stars not to have a side hustle.
This has – and continues to – raise eyebrows among consumers, who believe that in a world already struggling with overconsumption, pushing more products and generating more waste is in poor taste.
With this in mind, news of Angelina Jolie’s decision to step into the style industry may come across as somewhat tactless, particularly considering that the UN ambassador has spent the entirety of her career advocating for human rights and the environment.
However, it’s exactly this context that sets her venture apart from the rest of the celebs diversifying their wealth portfolios with eponymous companies and points to a future where famous people might finally start using their influential platforms for good.
‘I’m starting something new today – a collective where everyone can create,’ reads Jolie’s announcement on Instagram outlining the intentions behind the purpose-driven brand.
‘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.’
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‘It stems from 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.’