Atelier Jolie

Summary

Atelier Jolie is a pioneering fashion brand founded by Academy Award-winning actor, filmmaker and humanitarian Angelina Jolie in 2023. Located at 57 Great Jones Street in New York City—a historic site once home to artist Jean-Michel Basquiat—the fashion brand serves as a creative hub that merges sustainable fashion with community engagement. Atelier Jolie offers a platform for artisans and consumers to collaborate, fostering self-expression through upcycled and ethically produced garments.

History

The inception of Atelier Jolie was driven by Academy Award-winning actor, filmmaker and humanitarian Angelina Jolie’s desire to create a space that empowers individuals to design their own fashion pieces in collaboration with skilled artisans. In her open letter on the brand’s official website, Jolie emphasised the importance of personal creativity over merely purchasing designer labels, advocating for a hands-on approach to fashion.

“I am building a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world. A place to have fun. To create your own designs with freedom. To discover yourself,” Jolie said in an announcement.

In its early stages, Atelier Jolie announced a significant collaboration with luxury fashion house Chloé. This partnership resulted in a capsule collection focusing on eveningwear, characterised by timeless designs inspired by Jolie’s wardrobe. One garment, a white tank top, was inspired by an embroidered cotton dress Jolie wore as a child and wears, as a shirt, to this day. The collection was created with 80 percent “lower-impact materials,” deadstock and natural fabrics like organic silk, organic crepe de chine, and wool. It was also created in partnership with Akanjo, a World Fair Trade Organization that promotes craftsmanship in Madagascar, as well as La Fabrique Nomade, a program focused on promoting refugee and migrant artisans in France.

The physical space of Atelier Jolie, situated in Manhattan’s NoHo district, is steeped in artistic history. Per Harpers Bazaar: “The store is set in an art-world landmark, 57 Great Jones Street, a carriage house where painter Jean-Michel Basquiat lived and worked in the 1980s, after renting the space from building owner Andy Warhol. The building is recognizable for its front panels, which have been graffitied many times over by local artists and Basquiat fans throughout the decades. When they renovated, the Atelier Jolie team took great care to keep the integrity of the architecture alive. The front panels will remain intact, though they will slide back to reveal glass windows during daytime hours of operation.”

Beyond its collaborations, Atelier Jolie has engaged in initiatives that celebrate diverse cultures and crafts. Notably, the brand partnered with Afghan fashion label Zarif Design to create a limited capsule collection. This collaboration aimed to showcase traditional Afghan embroidery and weaving techniques, providing artisans with a platform to share their heritage with a global audience. “The goal of the collection is simple: to showcase the makers behind the clothes. “What I want to normalize is knowing who did the embroidery you are wearing,” Jolie shared with ELLE.com. “To see and respect the craft and skills of artisans around the world. We wanted to show how beautiful their work was.”

In addition to fashion, Atelier Jolie has embraced the culinary arts by incorporating a café operated by Eat Offbeat, a catering service run by refugees and immigrants. This initiative aligns with the brand’s mission to support marginalized communities and create a space where art, fashion, and food converge.

Atelier Jolie’s commitment to sustainability is evident in its practices, such as using only leftover, quality vintage materials and deadstock fabrics. Customers are encouraged to bring in their own garments for upcycling, allowing them to breathe new life into existing pieces and reduce textile waste. This approach reflects Jolie’s vision of a fashion industry that prioritises ethical production and environmental responsibility.

The brand has also made its mark on prominent cultural events. At the 2024 Oscars, Atelier Jolie debuted on the red carpet when writer and artist Suleika Jaouad wore a custom gown designed by Jolie herself. The dress, crafted from upcycled silk, featured hand-painted artwork by American artist Chaz Guest, exemplifying the brand’s dedication to artistry and sustainability.

Vision

Angelina Jolie’s vision for Atelier Jolie centers on redefining the traditional fashion paradigm by fostering a community-driven approach. She envisions the brand as a collaborative space where designers, artisans, and consumers co-create, breaking down the barriers between creator and wearer. This model not only democratizes fashion but also elevates the role of artisans whose skills are often underrecognized.

Central to this vision is a commitment to sustainability and ethical practices. Jolie aims to challenge the culture of overconsumption by promoting the use of existing materials and upcycling. By encouraging customers to personalize and repurpose their clothing, Atelier Jolie seeks to extend the lifecycle of garments and reduce environmental impact.

Furthermore, Jolie aspires to create a global network of creatives through Atelier Jolie. By partnering with artisans from diverse cultural backgrounds, the brand celebrates a multitude of crafts and traditions. This inclusivity not only enriches the brand’s offerings but also provides a platform for underrepresented communities to share their artistry with the world.

Mission Statement

Atelier Jolie is dedicated to transforming the fashion industry by prioritising sustainability, community collaboration, and the celebration of artisanal craftsmanship. The brand’s mission is to empower individuals to actively participate in the creation of their clothing, fostering a deeper connection between the wearer and the garment. By utilising deadstock and vintage materials, Atelier Jolie commits to environmentally conscious production methods.

Per Harper’s Bazaar: “Art-making takes place on the premises, too, as shoppers can work with the team to customize pieces in Jolie’s collection. Made with deadstock and vintage materials, the clothes range from beautifully fluid but sturdy trench coats to crisp suiting and sheer Swiss dot dresses. Customers can pick and choose the pieces they’d like, and one of the team members—all of whom have also been trained in cutting and sewing—will help guide their in-house alterations, including tailoring, patchwork, embroidery, painting, and screen printing.”

The brand strives to minimize waste and promote a circular fashion economy, setting a standard for responsible consumption. In addition, Atelier Jolie is devoted to supporting marginalised communities by providing a platform for artisans worldwide. Through equitable partnerships and collaborative projects, the brand aims to preserve traditional crafts and provide economic opportunities for skilled makers.

Executive Board

1. Angelina Jolie: Founder and Creative Director
2. Gabriela Hearst: Collaborating Designer (Chloé partnership)
3. Zolaykha Sherzad: Partner Designer (Zarif Design collaboration)
4. Chaz Guest: Artist Collaborator
5. Dynasty and Soull Ogun: Designers, L’Enchanteur Jewellery Collaboration

Products and Services

Atelier Jolie offers a diverse range of products and services that reflect its commitment to sustainability and collaborative creation. The brand provides made-to-measure garments crafted from deadstock and vintage fabrics, allowing customers to co-design pieces that align with their personal style. This bespoke approach ensures each item is unique and tailored to the individual’s preferences. In addition to custom clothing, Atelier Jolie features capsule collections resulting from collaborations with other designers and artisans. The partnership with Chloé, for instance, introduced a line of eveningwear that combined luxury with eco-conscious materials, showcasing the potential of sustainable high fashion.

Awards and Recognition

Atelier Jolie, founded by Angelina Jolie, is recognised for its focus on sustainable fashion, artistic collaboration, and community engagement. Established in late 2023 at 57 Great Jones Street in New York City—a location steeped in artistic history as the former residence of Jean-Michel Basquiat—the atelier serves as a dynamic space where fashion designers, artisans, and consumer converge to co-create unique fashion pieces.

Emphasising the use of deadstock and high-quality vintage materials, Atelier Jolie offers services that allow individuals to revitalize their existing wardrobes through upcycling and personalised tailoring. This approach promotes environmental responsibility and celebrates personal expression and the craftsmanship of often under-represented artisans.

Beyond its fashion endeavors, the space hosts artist residencies, workshops, and exhibitions, featuring talents like textile artist Simon Ungless and designer Valerj Pobega, fostering a vibrant community of creators. Additionally, the in-house café, operated in partnership with Eat Offbeat—a catering service run by refugee chefs—offers a unique culinary experience that aligns with the atelier’s commitment to social impact and inclusivity.

References

1. Atelier Jolie Vogue
2. Inside Atelier Jolie, New York City Designer Mimi Plange Brings Elegance To The Art Of Upcycling Forbes
3. Angelina Jolie’s Community-Centric Atelier Is Officially Open Harpers Bazaar
4. Atelier Jolie’s Latest Collaboration Highlights the Work of Afghan Artisans Elle
5. Atelier Jolie is Now Open in NoHo NoHo
6. The First Atelier Jolie Collection Is Here The Cut
7. Angelina Jolie Appears On The Cover Of Vogue To Support Atelier Jolie Country and Town House
8. Angelina Jolie says founding new fashion studio has been ‘therapeutic’ CNN Style
9. Angelina Jolie’s Atelier Jolie store will have a cafe, classes and gallery Page 6
10. ANGELINA JOLIE ANNOUNCES ATELIER JOLIE’S FIRST COLLECTION, WITH GABRIELA HEARST Grazia