Atelier Jolie is the new boutique envisioned by Angelina Jolie at 57 Great Jones Street in NYC. Which just happens to be the former studio of Basquiat. Choosing that location was no accident. Angelina hopes to make it a place about creativity more than consumption.
I am building a place for creative people to collaborate with a skilled and diverse family of expert tailors, patternmakers and artisans from around the world. A place to have fun. To create your own designs with freedom. To discover yourself. –Angelina Jolie
So it’s no surprise that she had Simon Ungless come in as a designer/collaborator.
Simon is known for his significant contributions to the fashion world, including his collaboration with Alexander McQueen. Ungless has been utilizing printing techniques since his student days at Central Saint Martins college in London, notably contributing to McQueen’s collections like the infamous spring 1995 collection “The Birds.” His brand, When Simon Met Ralph, focuses on using dead stock and vintage garments, aligning well with the eco-conscious ethos of Atelier Jolie.
Recently they had an event where you could purchase something from Atelier Jolie for Simon to print on, or bring your own garment in. I chose the latter and condensed the process into a one-minute video you can watch above. It was an incredible experience and I love taking garments that I already own and love and making them that much more special with the artwork of Simon. I intend to own and wear them forever.
Ungless’s collaboration with Angelina Jolie’s Atelier Jolie extends his commitment to sustainability and creativity in fashion. He is also developing lines for the brand’s private house label, bringing his unique style and approach to Atelier Jolie. This partnership reflects a shared interest in environmental responsibility and radical creativity that we don’t always see in the fashion industry.
Atelier Jolie is not a celebrity activation but a truly innovative space
Atelier Jolie is also set apart by its use of deadstock fabrics and its commitment to supporting refugees and other marginalized groups. The brand aims to reduce the environmental impact of the fashion industry, which is known for producing a significant amount of textile waste.
Moreover, circling back to Angelina’s commitment to community, Atelier Jolie is designed as a collaborative platform where creative individuals can work alongside skilled tailors, pattern makers, and artisans from around the world. This approach democratizes the fashion industry by allowing customers to be involved in the design process of their clothing, fostering self-expression and creativity.
The brand also focuses on upcycling and repairing existing clothing pieces, encouraging consumers to create meaningful and personalized garments rather than constantly buying new ones. This strategy not only reduces waste but also emphasizes the value of heirloom and personalized fashion.
Overall, Atelier Jolie represents a pioneering approach in the fashion industry, where the focus is not just on creating fashionable items but also on making a positive impact on society and the environment.
–Katya Moorman
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