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Angeline Jolie is launching a purpose-driven fashion brand

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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A post shared by Angelina Jolie (@angelinajolie)

‘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.’

In other words, Atelier Jolie will not only bolster the circular fashion economy we so desperately require to ensure more sustainable practices that benefit our Earth are prioritised but will support refugees and other marginalised groups that are part of a sector notorious for its unethical working conditions.

Though it’s not yet clear what will be on offer, a message on the website reads ‘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,’ suggesting that Atelier Jolie will also reinvent existing clothing as well as creating new pieces.

The brand is hoping to democratise fashion, becoming more of a ‘creative collective’ than anything else.

Allowing consumers to take on the role of the designer while providing those who deserve it most with apprenticeships and fair compensation is a rather radical idea indeed, and highlights Jolie’s commitment to bringing about genuine social change and proving that creativity need not come at the expense of ethics and morals.

‘We hope to create a community of creativity and inspiration, regardless of socio-economic background,’ concludes the post.

‘We will spotlight the people who play a part in each creation. We will bring together a diverse team, including apprenticeships for refugees and other talented, underappreciated groups, with positions of dignity based on skill. And as we work with global artisans and creators, we hope to help share the richness of their cultural heritage and support the development of their own businesses.’