American actress and director Angelina Jolie has announced the launch of her sustainable fashion initiative, Atelier Jolie. The project aims to not only promote creativity among customers but also reduce waste by making use of discarded fabric.

Jolie, a former special envoy for the United Nations’ refugee agency, revealed the details of her venture on Instagram and the brand’s official website. She expressed that Atelier Jolie would craft unique pieces using deadstock fabric and vintage materials, and customers would be intricately involved in the process.

“We hope to create a community of creativity and inspiration, regardless of socio-economic background,” Jolie shared on the brand’s site. The plan is to assemble a diverse team, spotlighting the artisans involved in each creation. Jolie also envisions providing apprenticeships for refugees and other underserved groups, granting them dignified roles based on their skills.

Jolie’s venture extends beyond sustainable fashion. It aims to facilitate the cultural expression of the artisans and support the development of their businesses. Moreover, customers will be encouraged to repurpose or repair their existing clothes, further contributing to waste reduction.

“We can all collect, appreciate, and be influenced by the designs of others. But the highest form of self-expression—and I believe the most fun—is to create for ourselves,” the actress stated, emphasising the project’s ethos.

Jolie’s inspiration for Atelier Jolie springs from her “appreciation and deep respect” for the tailors and makers she has worked with in the past, her interest in vintage materials and deadstock fabric, and her aspiration to foster a movement encouraging self-expression.

Fibre2Fashion News Desk (NB)

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