Angelina Jolie’s Atelier: A Vision of Ethical and Sustainable Fashion

Angelina Jolie’s venture into fashion with Atelier Jolie in New York City goes beyond merely a retail experience; it embodies a vision of ethical, sustainable, and community-driven creativity. Believing that fashion should be an accessible art form, Jolie envisions a space where creativity thrives and individuals can actively engage in creating and customising their garments.

Atelier Jolie is located in a historic building at 57 Great Jones Street in SoHo, renowned for its rich artistic heritage. Formerly a carriage house where artist Jean-Michel Basquiat lived and worked, the building retains its cultural and artistic integrity through thoughtful renovations. A notable feature is the graffiti on the building’s facade, paying homage to Basquiat and reflecting the enduring artistic inspiration.

Inside the store, Atelier Jolie boasts a diverse team of expert tailors, pattern makers, and artisans from across the globe, collaborating to bring their clients’ creative visions to life. Customers are encouraged to bring their own fabrics or select from Atelier Jolie’s assortment of vintage and deadstock materials. This sustainable approach ensures each piece created is not only unique but also environmentally conscious.

In today’s fashion landscape, the trend extends beyond purchasing clothing; it’s about engaging in experiences that go beyond the traditional. Atelier Jolie is a destination where fashion transforms into a unique and personalised journey, with tailored individuality at the heart of this experience.

A highlight of the store is the opportunity for customers to customise and adjust their garments on-site. Atelier Jolie offers a range of services including tailoring, patchwork, embroidery, painting, and screen printing, all executed by skilled staff. Prices vary from accessible to premium, with options such as jackets featuring interchangeable collars starting at £375, a silk A-line skirt priced at £150, and smocked maxi dresses ranging from £430 to £445, depending on customisation.

Upon entering the store, visitors are promptly asked if they have an appointment. There are two distinct types of appointments available. The first option, known as “bespoke services,” offers a unique, one-on-one experience with a tailor. This service enables customers to either create a garment from scratch or reinvent an existing piece. Clients can bring their own fabrics or choose from the atelier’s selection. The dedicated team ensures that each customer leaves with a high-quality item that truly reflects their personal vision.

The second option allows guests to explore the storefront, where they can browse and try on various garments displayed on the racks, providing the opportunity to customise and adjust these pieces to fit personal preferences.

Atelier Jolie’s dedication to community and empowerment is evident in its diverse workforce, which includes apprenticeships for refugees and underserved groups. Jolie’s extensive experience working with refugees for more than two decades has profoundly influenced this aspect of the brand, providing a platform where marginalised voices can find dignity and purpose through their work.

The store’s artistic ethos permeates every aspect, from meticulously crafted garments to the café operated by Eat Offbeat, a collective showcasing the culinary skills of New York City’s refugee community. This underscores the brand’s commitment to fostering a community that values creativity and shared experiences.

Atelier Jolie also offers a blockchain-backed platform through Fairchain, ensuring fair recognition and compensation for creators and artisans. The upstairs atelier space, adorned with exposed wooden beams and antique furniture, provides a serene environment where bespoke cutting and tailoring take centre stage.

In Jolie’s own words, “Atelier Jolie is a place where creative people can collaborate with skilled tailors and artisans from around the world. It’s my way of expressing gratitude and respect for the tailors and craftsmen I’ve worked with for many years, and my commitment to using high-quality vintage fabrics to foster self-expression.”

Atelier Jolie’s latest Instagram posts highlight the brand’s commitment to promoting sustainable artistry through unique creations by Senegalese artist Baba Diop and Japanese artist Mitsugu Sasaki. Diop, who operates under the XELKOM brand, focuses on upcycling various sources into distinct pieces of art, such as a coat that gained attention at the Met Gala, worn by Justin Levine, the writer and composer of “Outsiders Musical.” Diop’s upbringing in Senegal, within a family of master craftspeople, has influenced his sustainable approach, and the brand name XELKOM reflects his philosophy of “prosperity of the mind.”

Meanwhile, Sasaki’s patchwork garments, inspired by the Sashiko sewing method, highlight his dedication to sustainability. By repurposing old fabrics, Sasaki breathes new life into discarded clothing, and his work has been featured in Vogue Japan. His creations incorporate fabrics from Japan and Paris, some dating over 100 years old. As one of the first designers represented by Atelier Jolie, Sasaki’s pieces are available at the atelier, emphasising his unique approach to upcycling and sustainable fashion.

In this distinctive blend of artistry, community, and sustainable fashion, Atelier Jolie represents a new paradigm in the fashion industry, where self-expression and environmental responsibility are paramount.

Atelier Jolie’s first collaboration with Chloé perfectly embodies the shared values and creative synergy between Angelina Jolie and Gabriela Hearst, blending craftsmanship and environmental awareness to create a collection that mirrors the artistic ethos of the Atelier Jolie brand.

Recognising the powerful synergy between their brands, the two designers have teamed up to create a capsule collection that celebrates craftsmanship and environmental awareness, mirroring the artistic ethos of the Atelier Jolie.

Gabriela Hearst, inspired by Angelina Jolie’s vision for Atelier Jolie, expressed her admiration: “From the moment I heard about Angelina’s aspirations, I knew I wanted to be part of this journey. It’s about inspiring others through the art of fashion and our collective commitment to the environment. Chloé is the perfect partner to launch Atelier Jolie’s first collection, as both share a deep passion for enhancing our world.”

The Chloé x Atelier Jolie collection features fluid, feminine silhouettes and luxurious fabrics. Babydoll dresses, button-down-collar shirts made from organic silk, black velvet capes, and black three-piece suits in wool gabardine comprise the collection’s evening wardrobe. These timeless, sophisticated pieces come in a subdued colour palette that reflects Angelina Jolie’s elegant style and Chloé’s classic designs.

Atelier Jolie’s dedication to community and empowerment is evident in its diverse workforce and sustainable practices, promoting the values championed by the brand. The Chloé x Atelier Jolie collection mirrors the community-driven approach, with garments crafted to reflect the individuality and creativity central to the Atelier Jolie experience.