The collection was co-designed by the American actor and Chloé’s creative director Gabriela Hearst — who is soon to depart the brand, according to reports. It leans on Chloé’s “network of international makers” to incorporate “a higher percentage of lower-impact materials than any previous collection from the maison”, according to a statement released today.
The collection of mostly eveningwear will feature fluid silhouettes inspired by Jolie’s wardrobe. Some pieces highlight the work of artisans from a Fair Trade enterprise and spotlight female-led social enterprises; others are made from deadstock and lower-impact materials.
Chloé’s B Corp status, which it achieved in October 2021, was a draw for Jolie. The process of certification involves a comprehensive evaluation of a company’s impacts on workers, customers, community and environment throughout its full operations. “Very few luxury brands are a certified B Corp. It was important to me to work with Chloé, one of the first luxury brands to be a B Corp,” she said in the statement. “My earnings from this collaboration will be invested in establishing apprenticeships for tailors and artisans at Atelier Jolie.”
Jolie launched Atelier Jolie as a collaborative brand in May, which she said would facilitate working with tailors, pattern-makers and artisans globally; only use leftover vintage material and deadstock; and spotlight everyone involved in the process. Details around the business model were scarce at the time of the announcement, and the Chloé collaboration is telling about how Atelier Jolie will operate moving forward. Jolie joins a growing list of celebrities who have launched their own beauty and fashion brand in recent years — however, Jolie’s model is switching up the playbook as she looks to collaborate with other artisans as well as existing brands.
“From the moment I heard about Angelina’s vision for Atelier Jolie, I believed in it,” Hearst said in a statement. “It is a way to elevate others through the beauty of garment-making and her deep respect for the environment. It’s an honour for me that Chloé will be the first collaborator for Atelier Jolie, as both have high ideals for the betterment of our species.”
Originally published in Voguebusiness.com