A celebrated actor, humanitarian, refugee advocate and filmmaker, Angelina Jolie has more than a few strings to her bow. And now, she’s adding yet another: founder.

In an exciting Instagram post on 18 May, Jolie announced Atelier Jolie, a fashion-focused initiative with sustainable practices and social justice at the forefront.

“I’m starting something new today – a collective where everyone can create,” she wrote. 

“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.”

According to its website, the company aims to democratise the fashion industry, allowing consumers to partner with a network of tailors, pattern makers and artisans around the globe to create their own unique designs from only leftover, quality vintage material and deadstock.

This circular fashion focus is reflected in Atelier Jolie’s promise that customers will “be able to repair or upcycle pieces from your closet you wish to revive, perfecting fit, breathing new life into what could have been thrown away, and creating quality heirloom garments with personal meaning”.

The brand will also work closely with refugees and give support to other under-appreciated groups.

In a world where every famous figure seems to have a brand of sorts, Atelier Jolie really does feel like something different. Having garnered 90,000 followers and counting after just one day, it’s safe to say that the project is set to be extremely popular.

Details surrounding the official launch date are scarce, but we do know that operations are expected to commence sometime in autumn 2023. Watch this space. 

Images: Getty