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Atelier Jolie is just born, and has already caught many people’s attention – including mine!
I have to say I am a fan of Angelina Jolie, and once the initial surprised passed when I saw her Instagram post announcing this, I immediately felt estatic.
Nowadays, we see celebrities drop all kinds of brands – and let’s be honest, a lot of them do not seem too invested in them. Moreover, they almost always replicate the same format and don’t really give us anything new or unique.
If you’re worried we’re going to talk about one of those, I’m happy to say that’s totally not the case!
Atelier Jolie is a brand new project, and much like its founder it’s all about being unique, true to one self and, most of all, humanitarian!
Let’s get down and personal and find out more about this brand, shall we?
Let’s do it!
Surely, this is where we want to start when it comes to understanding what Atelier Jolie is all about. You can connect with it right here, at atelierjolie.com.
For now, this website only displays a message from Angelina herself – one that I incredibly appreciated, at that. I am going to pick and choose the parts I love the most, but I definitely recommend you go and read it to yourself first.
This ‘letter’ starts out with a very simple yet deep premise:
everyone can create.
This might seem like a childish concept to kick off an entire brand, but I do believe the secret lies in the way this notion is declined. And you best believe Miss Jolie surely isn’t a shallow soul, especially when it comes to these types of projects.
Every atelier needs a team, and the real beauty of Atelier Jolie lies in how this equipe will be constructed.
We hope to create a community of creativity and inspiration, regardless of socio-economic background. […] We will bring together a diverse team, including apprenticeships for refugees and other talented, underappreciated groups, with positions of dignity based on skill. And as we work with global artisans and creators, we hope to help share the richness of their cultural heritage and support the development of their own business.
This part actually touched me, and that’s what I was referring to earlier – both in regard to the ‘everyone can create’ principle, and to the uniqueness of Atelier Jolie’s brand.
Not only this aims at giving back recognition to the artisans who are actually integral part of the creative process, but it’s a great starting point when it comes to actually helping people while preserving their dignity.
It’s a hands-on approach that’s focused on appreciating and celebrating multiple cultures without presenting one as the better one.
So far, we’ve already seen how innovative Atelier Jolie is – but trust me, there’s still a big part of it to cover!
Although the approach to the tailoring and crafting aspect is pretty unique, the clothes and items provided by this brand are nothing short of revolutionary.
We will use only leftover, quality vintage material and deadstock. You 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.
In a society where we should all be more conscious of our consuming habits, fashion being on the top list, it’s particularly refreshing to see a brand actually doing something about it!
Before we part ways, allow me to share very few thoughts about this project.
Atelier Jolie is another celebrity brand, but it’s not yet another celebrity brand. It’s not your usual money-grab scheme, it’s not something that’s just there. Something that’s just using a celebrity name to advertise it.
Angelina Jolie is staying true to her nature, and is creating something that has a social and environmental impact. A brand that’s actually going to impress the world in more ways than one.
I am excited to see what’s in store for Atelier Jolie, and I will be a supporter for sure!
You can find Atelier Jolie’s official Instagram page here.
♡ Thank you so much for reading! I hope we kept each other company for a while. Have a wonderful day! ♡
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