Actress and humanitarian Angelina Jolie has added another feather to her haute couture hat by launching ‘Atelier Jolie.’ The fashion venture will be a unique enterprise allowing customers to participate in the making of their own creations. Consumers will collaborate with master tailors, pattern makers, and artisans worldwide to produce the dress of their dreams. At the same time, they are keeping discarded fabric out of landfills. Keeping her humanitarian side in mind, the project will endeavor to keep discarded fabric out of landfills. The new website of Atelier Jolie already vows to make use of deadstock fabric and vintage materials.
“We hope to create a community of creativity and inspiration, regardless of socio-economic background,” Jolie posted on the brand’s site. “We will spotlight the people who play a part in each creation. We will bring together a diverse team, including apprenticeships for refugees and other talented, underappreciated groups, with positions of dignity based on skill.” Jolie also aims to rope refugees into apprenticeship positions and bolster support for underappreciated groups.
“I am building a place for creative people to collaborate with a skilled and diverse family of expert tailors and artisans from around the world,” Jolie said in a statement. Another commendable and sustainable aspect of Atelier Jolie is that customers will be able to repair or upcycle pieces from their closets as a way to eliminate waste. Selfridges, too, hopped onto a similar bandwagon by launching a sustainable shopping experience dubbed The Stock Market, which promotes the circular economy and upcycling.