by Zuri Mwangi
In the vibrant tapestry of the fashion world, a new thread has been woven, and it bears the name of Angelina Jolie, a woman whose accomplishments span from the silver screen to humanitarian efforts across the globe. Jolie, an Oscar-winning actress and a dedicated UN Special Envoy, has recently embarked on a new journey—the launch of her fashion label, Atelier Jolie.
Atelier Jolie is not just another name in the fashion industry. It is a beacon of change, a platform that aims to democratize the fashion industry and bring to light the artisans whose skilled hands breathe life into the garments we wear. The first partnership under this label is with the iconic house of Chloé, a collaboration that promises to blend style with sustainability.
At the helm of Chloé's creative direction is Gabriela Hearst, a woman known for her commitment to sustainable luxury. Hearst, a designer who has built her eponymous label on the principles of quality and longevity, is rumored to be presenting her final collection for Chloé in October 2024. This collection will also serve as the stage for the debut of the Atelier Jolie x Chloé capsule collection.
While the specifics of the collection are being kept under wraps, we have been given a tantalizing glimpse into what to expect. The collection will be a celebration of eveningwear, featuring fluid silhouettes that echo Jolie's own red-carpet style. Imagine gowns that flow like water, their colors borrowed from the twilight sky, their textures telling tales of luxury and comfort.
The collection will not only be a feast for the eyes but also a testament to sustainable fashion. Pieces crafted from deadstock and lower-impact materials will be showcased, a nod to both Atelier Jolie and Chloé's commitment to reducing the fashion industry's environmental footprint.
But the collection's commitment to sustainability doesn't stop at materials. It extends to the very heart of the fashion industry—the artisans. Parts of the collection will showcase the work of artisans from a Fair Trade enterprise, highlighting the importance of ethical labor practices. Furthermore, Jolie's earnings from this collaboration will be invested into establishing apprenticeships for tailors and artisans at Atelier Jolie, a step towards nurturing the next generation of skilled craftspeople.
Jolie's decision to collaborate with Chloé was also influenced by the brand's status as a certified B Corp, a distinction that very few luxury brands can claim. "It was important to me to work with Chloé, one of the first luxury brands to be a B Corp. It has been a privilege to design with Gabriela Hearst, and I hope all women will feel comfortable and beautiful in this capsule collection," Jolie stated.
Echoing Jolie's sentiments, Hearst expressed her belief in the vision for Atelier Jolie. "It is a way to elevate others through the beauty of garment-making and her deep respect for the environment," Hearst said.
As we await the unveiling of the Atelier Jolie x Chloé capsule collection in October, we can't help but anticipate the beautiful fusion of style, sustainability, and social responsibility that it promises to bring. This collection is not just about fashion; it's about the future of fashion. And if this is what the future looks like, we are more than ready to embrace it.