Angelina Jolie is taking on the challenges of textile waste and humanitarian issues through her newly launched circular fashion label, Atelier Jolie.

In a recent Instagram post, the 47-year-old actor and former United Nations goodwill ambassador and special envoy announced the creation of Atelier Jolie, describing it as a collaborative space for creative individuals to work with a skilled and diverse family of expert tailors, pattern makers, and artisans from around the world.

Inspired by her admiration and deep respect for the numerous tailors and makers she has encountered throughout her career, Jolie’s label focuses on building a circular fashion industry by utilizing high-quality vintage materials and existing deadstock fabric. Atelier Jolie’s first designs are set to debut in the upcoming fall season, with a vision to contribute to the democratization of the fashion industry. The label aims to provide customers access to a collective of emerging designers and master artisans, while also offering online resources for finding garment makers and locating deadstock or vintage materials. The ultimate goal is to assist producers, particularly refugees, in creating unique pieces that embody personal creativity and purpose.

Trademark filings suggest that Atelier Jolie may expand to include jewelry, custom handbags, and even home goods such as linens for bed and bath.

The label is expected to reflect Jolie’s own aesthetic, which leans towards the quiet luxury of minimalist monochrome style. Known for re-wearing items from her wardrobe on the red carpet, Jolie has also shared her past looks with her daughters Shiloh and Zahara, who have made appearances in archival pieces from her collection at the premiere of the film Eternals in 2021.

Repairing and repurposing items is just as important to the brand as re-wearing them. Atelier Jolie emphasizes the ability to repair or upcycle pieces from one’s own closet, allowing individuals to revive and breathe new life into garments that might have otherwise been discarded. The label aims to create quality heirloom garments with personal meaning.

The launch of Atelier Jolie comes at a crucial time, following the release of the 2022 Kearney Circular Fashion Index, which highlighted a stagnancy in average scores. Despite increased efforts within the luxury sector, the average score for all brands remained unchanged from 2021, signaling the need for more progress. However, there have been notable advancements, such as Danish label Ganni, which made its first appearance on the Index after making commitments to circularity and reducing its carbon footprint.

Improving circularity and reducing landfill waste have become increasingly critical issues, particularly in light of a recent dire climate warning issued by leading climate experts at the World Meteorological Organisation (WMO). According to the report, the world is projected to surpass the 1.5°C threshold set by the Paris Agreement as early as 2027. This temperature rise will contribute to more frequent and severe natural disasters, including floods, fires, and droughts.

Jolie emphasizes that Atelier Jolie is a purpose-driven brand that aims to tap into the talents of refugees and other under-appreciated groups, offering them positions of dignity based on skill. These groups are among the most vulnerable to the impacts of climate change. Jolie has been a vocal critic of government inaction on human rights issues, particularly regarding asylum seekers, and the number of displaced individuals is expected to increase due to climate crises. Recent estimates suggest that there could be 1.2 billion climate refugees by 2050.

With Atelier Jolie, Angelina Jolie is taking a proactive stance on both fashion sustainability and social impact, using her influence and platform to address pressing global issues and pave the way for positive change in the industry.

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Source: CNN