Not even a month ago Angelina Jolie had revealed her desire to start her own fashion brand by adding the figure of Designer to her rich professional profile, which already counts actress, producer, model and activist. Atelier Jolie, arriving this fall, is the result of the creative and ethical philosophy of the star who is entering a new phase of her life and her career with the awareness that she can use her resources in favor of ever higher and good causes. Jolie’s new initiative has been described by the founder herself as a new approach to fashion due to its ethical, eco-responsible, collaborative nature – “at the center of the project will not be just one stylist, but the artisans who create the garments” –.
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To inaugurate this first chapter of the brand, it is the Maison Chloé which presents: Chloé x Atelier Jolie. Angelina Jolie has in fact chosen to work alongside Gabriela Hearst, the creative director of the French luxury brand for her debut collection, which becomes to all intents and purposes the brand’s first collaborative capsule. The partnership between the two women is a perfect marriage of intentions and style that aims to celebrate modern femininity and promote a truly inclusive and serene relationship with fashion. An essential component of the collaboration is the strong focus on social and environmental sustainability and the transparency of processes.
In fact, it will not only be about design and style: the capsule collection, jointly designed by the creative director of Jolie and Chloé, Gabriela Hearst, will present fluid silhouettes with timeless elegance, intricate tactile details and a higher percentage of eco-friendly materials. As previously stated by the star, stock fabrics will be used such as quality vintage or unused material and unsold garments and will have the B Corp certification obtained in 2021 by Maison Chloé, which became the first luxury house to receive it.
“It was a privilege to draw with Gabriela Hearst” says Angelina Jolie “and I hope that all women can feel comfortable and beautiful wearing it”; adding that the proceeds of this collaboration will be donated to the creation of apprenticeships for tailors and craftsmen at the Atelier Jolie.
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Hearst also expressed her enthusiasm for Jolie’s project for Atelier Jolie: “From the moment I heard about Angelina’s vision for Atelier Jolie, I believed in it. It is a way to elevate others through the beauty of garment-making and her deep respect for the environment.” Stated the creative director. “It’s an honor for me that Chloé will be the first collaborator for Atelier Jolie, as both have high ideals for the betterment of our species. That is the reason why I love both Angelina and Chloé so deeply.”
Meanwhile, the arrival of this exciting partnership has opened up other scenarios. Given the rumors circulating that Gabriela Hearst may be parting ways with Chloé, some have wondered if this collaboration could serve as her farewell to the esteemed luxury fashion house.
