The ‘Eternals’ actress has announced the launch of her collaborative, ethical, eco-conscious fashion brand, which will take an ‘artisans first’ approach to fashion
Celebrities have been launching new brands in the fashion and beauty sectors for several years. There’s Rihanna’s brand Fenty, focusing on cosmetics and lingerie, Lizzo and her brand of sculpting underwear, Yitty, and Selena Gomez with her Rare Beauty makeup brand.
So many labels that have managed to win over consumers, no doubt thanks to their creators’ large fan communities, but also (and especially) thanks to their commitments. Stars are no longer content with launching brands in already crowded sectors, but are now trying to respond to specific consumer demands, whether on ecology or inclusivity. And this is the key to success, it seems.
Actress Angelina Jolie is now taking things a step further with Atelier Jolie, a new kind of fashion brand that seems, on paper, to meet all the criteria favoured by increasingly mindful consumers.
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Celebrating skills
Karl Lagerfeld, Alessandro Michele, Jeremy Scott and Olivier Rousteing are some of the big-name designers who have put their creativity at the service of a brand, in turn becoming its greatest ambassadors.
But this trend seems to have faded in recent months, with an unprecedented wave of designer departures, and an increasingly pronounced craze for designers to launch their own labels. With Atelier Jolie, Angelina Jolie is taking things in a different direction, since it is the tailors, artisans and other behind-the-scenes craftspeople whom she intends to honour by facilitating relations with end consumers, and by offering an online resource to access clothing manufacturers.
The idea is to buy your own designs, not those made by a designer brand.