HERE’S YOUR FIRST LOOK AT ATELIER JOLIE BY ANGELINA JOLIE, A NEW DIRECTION FOR FASHION, ART AND SOCIAL CHANGE

By: Kritika Kukreja

Angelina Jolie's artistic and humanitarian endeavours have converged seamlessly in the form of Atelier Jolie, a collective that has been making waves since its inception. In May 2023, Jolie unveiled the news on her Instagram account, announcing the launch of “a collective where everyone can create...” But what exactly is this collective all about?

One of the primary objectives of the collective is to use art as a vehicle for positive change on a global scale. It appears to be crafted to tackle the wastage wherein 100 million tons of textiles find their way into landfills. The collective has undertaken various ambitious projects addressing urgent issues, including the impact of climate change, displacement, and the struggles of marginalized communities. As per the brand's website, one will have the ability to mend or transform items from their wardrobe that they want to rejuvenate, refining the fit, revitalizing what might have been discarded, and crafting enduring, high-quality garments imbued with personal significance. By presenting these issues through various artistic mediums, Atelier Jolie aims to inspire empathy, understanding, and, ultimately, action.

According to a recent update, the multifaceted project has not only solidified its presence in the art world but also has extended its reach, making strides in promoting social change through numerous innovative initiatives.

Credit: Ververidis Vasilis, Shutterstock

Expanding the Collective

It is noteworthy that Atelier Jolie has grown organically, attracting a diverse array of talents from around the globe. The collective now boasts an even more eclectic mix of artists, including painters, sculptors, digital creators, and performance artists. A month post the launch, the brand unveiled its inaugural collaboration with Gabriela Hearst's Chloé, coincidentally, a day before the news surfaced about the designer's departure from the French fashion house post its Spring 2024 show in September. This expansion brings new perspectives and influences, enriching the collaborative environment that defines Atelier Jolie.

Global Impact Through Art

One of the primary objectives of the collective is to use art as a vehicle for positive change on a global scale. It appears to be crafted to tackle the wastage wherein 100 million tons of textiles find their way into landfills. The collective has undertaken other ambitious projects addressing urgent issues, including the impact of climate change, displacement, and the struggles of marginalized communities. As per the brand's website, one will have the ability to mend or transform items from their wardrobe that they want to rejuvenate, refining the fit, revitalizing what might have been discarded, and crafting enduring, high-quality garments imbued with personal significance. By presenting these issues through various artistic mediums, Atelier Jolie aims to inspire empathy, understanding, and, ultimately, action.

Digital Innovation and Outreach

In response to the changing landscape of the art world, Atelier Jolie has embraced digital innovation to broaden its reach. Virtual exhibitions, interactive installations, and online forums have become integral parts of the collective's strategy to connect with a global audience. This approach not only ensures accessibility but also encourages meaningful engagement with the art and its underlying messages. As for the pieces, the prices differ but are inclusive: A jacket with three interchangeable collars is priced at $495. On the other hand, plain white T-shirts are available for $15, providing a canvas for painting, screen printing, or patching. Profits from patch sales go to charity, and artists such as Duke Riley, Chaz Guest, and Swoon have contributed their work to the patches. Global Impact Through Art

Digital Innovation and Outreach

In response to the changing landscape of the art world, Atelier Jolie has embraced digital innovation to broaden its reach. Virtual exhibitions, interactive installations, and online forums have become integral parts of the collective's strategy to connect with a global audience. This approach not only ensures accessibility but also encourages meaningful engagement with the art and its underlying messages. As for the pieces, the prices differ but are inclusive: A jacket with three interchangeable collars is priced at $495. On the other hand, plain white T-shirts are available for $15, providing a canvas for painting, screen printing, or patching. Profits from patch sales go to charity, and artists such as Duke Riley, Chaz Guest, and Swoon have contributed their work to the patches.

Intersectionality in Art and Advocacy

Atelier Jolie continues to explore the intersectionality of art and advocacy. Collaborative projects delve into complex topics such as gender equality, human rights, and cultural preservation. For instance, integrating unused stock and eco-friendly textiles like organic silk, organic crepe de chine, and certified wool, the Atelier Jolie x Chloé collection is composed of a minimum of 80% materials with a lower environmental impact. This surpasses the percentage found in any of the Maison's previous collections certified by B Corp. According to the brand, a minimum of 50% of the collection is produced through Fair Trade enterprises, social enterprises, or socially responsible sourcing. 

By fostering a space where artists can unite their creative voices, the collective emphasizes the interconnectedness of social issues and the role art plays in promoting dialogue and understanding.

Celebrating Diversity

Diversity is not just a concept; it is a lived reality within the collective. The website also mentions that the aspiration is to establish a community that fosters creativity and inspiration, irrespective of socio-economic status. Its community aims to highlight the individuals contributing to each creation and form a diverse team that includes apprenticeships for refugees and other underappreciated but talented groups. Since the positions claim to be assigned based on skill, it ensures dignity for all. Therefore, Atelier Jolie stands as a testament to the strength that emerges when creativity is fuelled by diverse perspectives.

Beyond the Core Selection

In recognition of the outstanding contributions of its artists, Atelier Jolie has instituted an annual awards ceremony as well. The awards aim to highlight exceptional projects that have made a significant impact, whether through raising awareness, inspiring activism, or fostering positive change. This initiative not only honours the artists but also amplifies the collective's mission.

Within the store at 57 Great Jones Street in New York City, there is a café managed by Eat Offbeat, a collective that highlights the culinary skills of refugee communities in NYC. In the café, patrons have the option to sit at the craft table—an antique desk—to create patches or select vintage buttons and lace from the old silver filing cabinet located at the rear centre of the room.

Looking Ahead

As Atelier Jolie evolves, there is a palpable sense of anticipation for what lies ahead. The details remain scarce but the intention of the collective remains committed to pushing boundaries, challenging norms, and creating art that transcends the confines of traditional mediums. Angelina Jolie's vision for Atelier Jolie as a dynamic force for social good continues to inspire both the artists within the collective and the audiences who engage with their thought-provoking creations.

In a world that's always changing, Atelier Jolie stands out as a symbol of creativity, compassion, and advocacy. It shows that art can change how we see things and play a meaningful role in making our journey towards a fairer and more equal society.

Cover Image Photo Credit: Vahan Stepanyan, Shutterstock