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Atelier Jolie opened its doors a little over a month ago and from the moment I learned that Angelina had brought her fascinating Atelier to life, my curiosity got the better of me, as always, leading me to unique places. This time, the dose of intrigue intensified, considering that, despite her undeniable elegance, we have never seen Angelina attend the Met Gala or fashion shows. So, the imminent question was: What would Angelina Jolie's foray into the vibrant world of fashion reveal to us? The answer could only be found by visiting her Atelier Jolie. In my beloved New York City, Angelina has created a space that will redefine the way we think about dressing.
Located in a landmark building in Manhattan, at 57 Great Jones Street, Atelier Jolie emerges as a creative oasis in NoHo. This place, once the home and studio of Jean-Michel Basquiat, when he rented the space to none other than Andy Warhol, has a magical aura that resonates with the creativity of the 1980s. Paintings, graffiti and the essence of art history interweave on the walls, creating an experience that feels sacred for art and fashion enthusiasts.
Connecting with trends: in-store experiences and the Age of Hyper-Personalization
The current trend in the fashion world goes beyond simply buying clothes; it's about immersing yourself in experiences that transcend the conventional. Atelier Jolie is not just a store; it is a destination where fashion becomes a unique and personalized experience.
Hyper-personalization is the cornerstone of this experience. In a world where individuality is valued more than ever, Atelier Jolie offers visitors the opportunity to not only choose garments, but to bring their own creations to life. The connection between this trend and the atelier's philosophy is undeniable; fashion is no longer just about what is in style, but about the unique expression of each individual.
In a market saturated with options, the trend of creating in-store experiences that invite you to spend time in the store is gaining momentum. Atelier Jolie is not just a space to shop for clothes; it is a corner where time stands still and creativity flourishes. The absence of an outside sign is an invitation to discover, to immerse yourself in the experience, rather than just making a purchase.
Angelina Jolie has captured the essence of this trend by building a place that not only sells fashion, but offers a space for creativity and self-expression.
From fashion to a personalized experience: my tour of Atelier Jolie
Upon arrival, my attention was captured by the facade, almost completely covered in graffiti. This practice of paying homage to Basquiat in this way has persisted over the decades and remains a tradition that endures to this day. With no trace of a sign announcing "Atelier Jolie", it is clear that Angelina has chosen to preserve the historic essence of the place.
As I walked through the doors, I was greeted with the crucial question, "Do you have an appointment?" to which I responded affirmatively. It's important to note that there are two distinct types of appointments for visitors. The first option involves exploring their storefront, allowing you to see and try on the garments displayed on the racks. In addition, you have the opportunity to customize and adjust the garments according to your preferences. The second option, known as "bespoke services", involves a unique one-on-one experience with a tailor. Here, you can choose to create a garment from scratch or reinvent an existing item, bringing your own fabrics or selecting from the fabrics they offer. The team strives to ensure that customers get something not only of quality, but also something that reflects their own creation.
On my first visit, I opted for option 1. I received a brief introduction to what Atelier Jolie represents: a space dedicated to sustainable fashion in all its forms. At Atelier Jolie you will not only find their basic line (made with vintage materials and quality deadstock), but also collections from sustainable fashion brands chosen by Angelina such as Bettter, Simon Ungless, Mitsugu Sasaki, We-Ar4, Mimi Plange and Justin Smith, which can be tailored or altered to your liking.
Inquiring about the various forms of in-house alterations available, I was met with a range of possibilities: tailoring, patchwork, embroidery, painting and screen printing. The team of experts, with skills in cutting and sewing, becomes an ally in bringing to life the unique visions of each client.
In this corner of creativity, I felt a deep respect for individuality and an open invitation to self-expression. I immersed myself in an environment that celebrated what makes us unique in a sea of uniformity. Atelier Jolie became more than a fashion space; it became "my place", where fashion is experienced as an authentic form of expression. The team, always attentive, gave me the freedom to explore at my own pace, to immerse myself in the experience and live it my way.
The Atelier Jolie line
I explored Angelina's fascinating line at Atelier Jolie. I found racks adorned with achromatic garments: black and white. The simplicity of the color palette contrasted with the complexity of the fabrics and designs of each garment. From suits to trench coats to crisp suiting and sheer Swiss dot dresses, the garments stood out for their elegance and versatility, ideal for a capsule wardrobe.
An innovative blazer with three interchangeable collars and a versatile skirt with multiple buttons and eyelets offer creative options. The proposal goes further: it encourages experimentation with patches, embroidery and various forms of customization. I opted to try a black corset and pants, appreciating the unique quality, drape and tailoring that reflect Angelina's signature style.
I discovered the inspiration behind Jolie: her profound respect for talented tailors and artisans and her desire to create a space to provide opportunities and recognition to those professionals who are often behind the designers ("the makers") without receiving the recognition they deserve.
Atelier Jolie's selection of sustainable brands
I then continued to explore the racks featuring artists such as Simon Ungless, known for reimagining the past through garment modification and specializing in printmaking, with his 100% up-cycled collection. I also admired Mimi Plange's unique tailoring, highlighting her emphasis on creativity and craftsmanship. Mimi Plange proudly represents the pinnacle of fashion in New York. In addition, I discovered a stunning jacket by Japanese artist Mitsugu Sasaki, a patchwork artist and up-cycling advocate. Each piece reflects a genuine commitment to sustainability and innovation.
Atelier Jolie's Painting Studio
Next, I continued my tour to the basement, where the painting studio is located. “A painting studio to paint what?”… you might be wondering. Well - as soon as I got there, I found a rack of white vintage garments waiting to be transformed. In the studio, there are different types of paints in a wide range of colors. I would describe it as it follows: Imagine a space where you can create and express yourself freely.
Atelier Jolie's café: Eat OffBeat
At the end of my experience, I stopped by Atelier Jolie's café, run by "Eat OffBeat", a restaurant that showcases the cooking talents of NYC's refugee organizations. I sampled delicacies inspired by Middle Eastern flavors, all in a chic and cozy setting that reflected the essence of Atelier Jolie.
Beyond fashion, a movement of self-expression
Atelier Jolie is definitely more than a store; it's a space where customers become creators, unlock their unique vision and personal style, collaborate with talented tailors and artisans from around the world, acquire new skills and techniques, and experience growth together.
As a Fashion and Style Consultant, I have always stressed the importance of having your style authentically represent you. Does what you have in your closet really communicate your identity and fill you with satisfaction? Often, people make style decisions unconsciously. Some of them seek guidance, while others continue to live in "auto-pilot", not fully enjoying their own style. However, Atelier Jolie goes beyond by offering the unique opportunity to make conscious and sustainable choices. This space not only embraces freedom of expression, but also empowers each individual to make choices that celebrate their uniqueness.
Personally, after this incredible experience, I felt extremely inspired and in tune with the way Angelina perceives dressing: as a means of freedom and self-expression, where identity plays a major role in creating your own style. It is no coincidence that this place, where Basquiat and Warhol left their mark, has become the epicenter of a new way of conceiving dressing.
If you wish to book your appointment at Atelier Jolie, you can do so by sending an email to atelier@atelierjolie.com. Let yourself be carried away by the magic of self-expression and discover your own style in this magical corner of New York, where fashion merges with history and creativity. Get ready to explore, create and reinvent!
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