A new clothing brand is about to see the light of day. And it’s a huge movie star who will be in charge.
Angelina Jolie, at the head of a fashion brand? This is the new challenge that the American actress has launched. Named Pretty Workshop, this label aims to be collaborative and to allow everyone todesign your own clothes. “I’m building a space for creative people to collaborate with experienced sewers, pattern makers and crafters from around the world. A place to have fun. To imagine your own designs freely. To discover you.“The actress, very committed, could not be at the origin of a brand that was not responsible. In addition to the participatory aspect of her label, Angelina Jolie intends to assemble a diverse team and offer “apprenticeships to refugees or other talented but undervalued groups“. Without forgetting to“help share the richness and cultural heritage” international artisans and creators.
In addition to the human aspect that it defends, Atelier Jolie has chosen to use only fabric scrapsof the dormant stocks or vintage materials. be a claw inclusive, sustainable and anxious to avoid any cultural appropriation. If it is legitimate to wonder about the viability of such a project, Angelina Jolie, whose fortune amounted to €35.5 million in 2020 according to Forbesbelieves that she is “more an artist than a businesswoman”. In this case, his approach to fashion is even downright that ofa patron which would allow talents to see their creative ambitions materialize. To unearth them, Atelier Jolie invites New York designers (the first studio will be based in the East Coast city) to upload their portfolio online. “We are looking for designers who understand the notions of quality and creativity“, can we read on the label’s website. After a residency in the Atelier Jolie studio, they will also have the opportunity to sell their creations, in their name, on the brand’s website.
A first prestigious collaboration
Atelier Jolie is just launching and is already revealing its first collaboration. A collection created, neither more nor less, with Chloe. The house, which belongs to Swiss group Richemontallowed the actress to work with Gabriella Hearst, the label’s current artistic director. The Uruguayan, given on the departure by the specialized newspaper WWDimagined with Angelina Jolie a collection of women’s ready-made clothing which perfectly synthesizes the ethical and sustainable commitments of the two brands. Chloé, who holds the precious B-Corp Certification since 2021, even affirms that the pieces of this line are the least polluting ever designed by the house, thanks to theuse of dormant stocks and materials with low ecological impact. In addition, the two claws have called during their production process, craftsmen from a fair trade company and 100% female social enterprises.
If no image of the collection has been released for the moment, the press release specifies that this capsule will be composed of flowing silhouettes, timeless, designed for the evening and inspired by Angelina Jolie’s wardrobe. “It was important for me to work with Chloé, one of the first luxury brands to have B Corp certification (…) I hope that all women will feel comfortable and beautiful in this capsule collection (…) My income from this collaboration will be invested in apprenticeships for the couturiers and craftsmen of Atelier Jolie”, explains the actress. Pieces to discover very soon, since the Atelier Jolie Instagram account, already followed by 178,000 people, announces a first collection for fall 2023.