On Wednesday, May 17, Actor Angelina Jolie announced the launch of her new purpose-driven fashion brand called Atelier Jolie.

While celebrities launching a fashion brand isn’t a new occurrence, knowing the Maleficent actor’s trajectory with initiative, there’s always a higher purpose. After years of shying away from social media, when she did join Instagram in 2021, it was to use her platform to give voice to the voiceless. One look at her feed and you will come across a number of humanitarian issues flagged by her consistently.

So when it comes to fashion, what is Angelina doing differently? The humanitarian’s newest venture is a one-of-a-kind fashion brand where the actor is bridging the gap and allowing customers to have access to the designers beyond just placing the order. Connecting them with her network of tailors, pattern makers and artisans, Atelier Jolie will create silhouettes out of vintage fabrics and dead stocks.


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A post shared by Angelina Jolie (@angelinajolie)

Not only will this open a creative avenue for people and democratize fashion, but this will also contribute towards mindful circularity as it involves upcycling fabric. Here’s what the actor shares in her Instagram post, “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 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 fabric already available, and also to be part of a movement to cultivate more self-expression. I’m looking forward to growing this with you.”


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A post shared by Jason Bolden (@jasonbolden)

More details about Atelier Jolie are yet to follow, but looking at her body of work in the past, this fashion brand will certainly be packed with substance.

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Image: Feature Image: Instagram @jasonbolden