Angelina Jolie opens the doors to her first clothing store in New York

She has never appeared in the front rows of Fashion Week or even been invited to the popular Met Gala. However, nothing stopped Angelina Jolie, immense lady of Hollywood cinema, from making her way in this ruthless world of fashion. Last May she announced that she was embarking on a new project, Atelier Jolie, a creative collective giving the spotlight to all emerging talents. “The objective being to offer the opportunity to create, to put ideas into practice as well as to connect young creative minds and master craftsmen with potential clients. It is a place of experimentation, which gives pride of place to sustainability through the use of unused or vintage materials which will give a second life to the clothes,” wrote the American in an Instagram post.

Six months later, Angelina Jolie opened the doors to her first boutique in New York’s NoHo neighborhood, which was once the studio and home of Jean-Michel Basquiat. The opening took place this Tuesday, December 5. In an interview given to the magazine Wall Street Journal, the actress spoke about the concerns she had about this new space. “I’m probably going to lose money, maybe for a while even. If I can eventually implement some things that I think are improvements and break even, that’s a big win,” she explains. Indeed, the Journal revealed that the rent for this new store was around $60,000 per month for a minimum 10-year lease. However, a source close to the star reportedly told WSJ that Angelina Jolie had managed to obtain a cheaper and shorter contract.

A place that resembles him

This new place, Atelier Jolie, will then sell the brand’s pieces as well as those created by other brands, also committed to sustainable fashion. It will also be the space of all transformations. The American magazine specified that “customers will be able to bring pieces they already own for adjustment, or create their own from scratch using spare fabrics.” After the effort comes comfort. Thus, they will be able to have a moment of relaxation in the boutique’s café, called Eat Offbeat which, in accordance with Angelina Jolie’s humanitarian dedication, is managed by refugee and immigrant chefs.

The store, which also includes a gallery, will in the future host educational events focusing on techniques such as screen printing, nailing and embroidery. In the coming months, the American actress hopes to be able to organize fairs around sustainable development and art.

If she is not a fashionista in the true sense of the term – those close to her reminded her that she was not someone “in fashion” when the launch of her brand was announced – the star of Mr & Mrs Smith confessed her penchant for oversized coats, although admitting to sticking to a uniform composed mainly of Saint Laurent and Celine pieces, “to project an image of imperturbable security”. Less is moreWe can not emphasize this enough.