"I’ve never been to a fashion show or Met Ball my entire life,” the Atelier Jolie founder revealed to WSJ. Magazine in a new cover story
Angelina Jolie’s latest venture took everyone around her by surprise.
The movie star, 48, is breaking into the fashion world with Atelier Jolie (a “creative collective for self-expression,” per the brand's Instagram bio) that was met with confusion when she announced it to those around her.
“You, in fashion? No,” is how Jolie described the general reaction to WSJ. Magazine for its December-January digital cover story.
“I’ve never been to a fashion show or Met Ball my entire life,” Jolie told the magazine, adding that rather than mirroring trends to T, she loves “individuality and I love freedom.”
For Jolie — who has secured a spot in the red carpet hall of fame with her custom Versace looks alone — Atelier Jolie is more than a side hustle. It’s a passion project.
“I’ll probably lose money, maybe even for a while,” Jolie told WSJ. Magazine of the venture. “If I can eventually put into practice some things that I think are improvements and I just break even, that’s a huge victory.”
Based out of a historic Manhattan property (it was once the home and studio of Andy Warhol and Jean-Michel Basquiat), Atelier Jolie is focused on quality and sustainability — but is not just a simple sum of its core aims and pillars.
“If it’s easily explained, it’s probably not going to be as fulfilling as it could be,” she said of the brand, adding, “In my life, I’ve never been understood right away.”
With the sustainability- and people-centered endeavor, the Eternals star is attempting to “reverse-engineer” what makes an ethical business — a process she kicked off by consulting human rights lawyers and creating a committee devoted to oversee Atelier Jolie’s sourcing and production.
The actress does not “know the answers,” she told WSJ. Magazine, but she is asking lots of questions: “Can we avoid doing real damage—not only to the earth, but the garment workers?”
“Is it possible that I could go somewhere and enjoy making clothes, enjoy wearing clothes and not hurt anybody?” she continued. “And actually maybe treat people well?”
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The movie star and mom of six also discussed her personal style with the magazine, revealing that her day-to-day uniform (slacks, sweaters, shift dresses, tote bags and lounge clothes for errands) prioritizes function over fashion — and centers on her identity as a mother.
"I’ve been a mom, and I’ve fully absorbed that into who I am,” she said, adding that one of her daughters — she shares Zahara Marley, 18, Shiloh, 17, and Vivienne, 15, with ex Brad Pitt — often pokes fun at one of her wardrobe staples.
“My daughter jokes that I wear too many trench coats,” she told the magazine, adding that it is just “a hiding thing.”
“It’s like I see my scars and my things, and I feel like I’ve lived,” she said. “And I’m having these big experiences, and I have this map of this complex body that’s changed over time.”
“You and I both know that a woman with a full life is very sexy,” she added.
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