In the heart of New York City’s SoHo district, at 57 Great Jones Street – once Jean-Michel Basquiat’s studio – Angelina Jolie has launched a groundbreaking fashion venture that challenges industry norms. Atelier Jolie isn’t just another celebrity fashion brand; it’s a creative sanctuary where sustainability meets craftsmanship, bringing together diverse talents and innovative approaches to fashion.

https://www.youtube.com/shorts/4vjwmGHurSg

The historic building’s graffitied facade, a tribute to its artistic legacy, slides back during operating hours to reveal modern glass windows. Inside, the space is staffed by Parsons School of Design students and alumni, creating an environment where education meets innovation. The ground floor houses screen printing facilities, while the basement serves as a painting room. Upstairs, an airy atelier space with exposed wooden beams and vintage sewing machines welcomes clients for bespoke tailoring.

What sets Atelier Jolie apart is its democratic approach to luxury fashion. Customers can collaborate with skilled artisans to customize pieces from the house collection, which includes everything from fluid trench coats to crisp suiting, with prices ranging from $15 for customizable T-shirts to $575 for intricately designed maxi dresses. The space also showcases collections from various sustainable fashion brands, all available for personalization.

The atelier also partners with Eat Offbeat, a women-founded café that employs refugee chefs, adding another layer to its community-focused mission. The space features workshops on innovative upcycling techniques, proving that sustainable fashion can be sophisticated rather than simply “shabby chic.”

“There is so much happening that divides us, and it’s essential that we create and share time together,” Jolie explains. The atelier stands as a testament to this philosophy, offering not just a retail space but a creative hub where sustainability, craftsmanship, and community converge. Through collaborations with various visionaries and designers, Atelier Jolie is proving that ethical fashion can be both luxurious and accessible, paving the way for a more inclusive and sustainable fashion future.

Sources: Harper’s Bazaar | Forbes