The actress Angelina Jolie doesn't stop being talked about. Whether it's a new movie, a surprising look or an award she recently received, but all these do not compare to the latest news about Jolie. The actress decided to enter the consumer game, and launched "Atelier Jolie", a fashion-based business venture with a twist very suitable for Jolie. Right now, there isn't too much information on what to expect from this new project, but get what TMF knows so far.

Atelier Jolie debuted this week, with the beloved actress introducing the collective as an attempt to "democratize the fashion industry" and provide customers with access to up-and-coming designers and artisans. The foundation of the venture will be an online resource to help original clothing manufacturers who use recycled and vintage materials to create one-of-a-kind items.

Julie shared about the project on her personal account, where she posted the logo of the new venture, designed by Peter Miles. "I'm starting something new today – a collective where everyone can create," the actress wrote on her Instagram page. "'Atelier Jolly' is a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world. This stems from my appreciation and deep respect for the many tailors and designers I have worked with over the years, a desire to make use of the quality vintage material and The dead stock that already exists, and also to be part of a movement to cultivate more self-expression."

It seems that, in general, the venture will serve as a link between creative and consumers, connecting those who want one-of-a-kind creations with those who have the talent and product to create them. "We hope to create a community of creativity and inspiration, regardless of socioeconomic background," Julie wrote.

Jolie's fashion style often tends to monochromatic, minimal designs, mainly by anonymous designers (except bags and shoes) who prove time and time again that Jolie is one who knows how to wear an outfit with presence. As a result, the talk about Jolie's locks does not stop. Recently, her and her teenage children's fashion choices have highlighted the value of re-wearing and recycling old clothes. Remember, at the premiere of her film, "Eternal (2021)", her daughters wore pieces from Iman's archive.

Angelina Jolie and her children at the screening of "The Eternals" (Photo: REUTERS/Henry Nicholls)

More than 100 million tons of textile waste end up in landfills every year, and Atelier Jolie seems destined to address this crisis. According to the brand's website: "You can repair or upgrade parts of your wardrobe that you want to revive, perfect the fit, breathe new life into what could have been thrown away and create quality heirlooms with personal meaning."

As you know, between her acting and directing career, Jolie has spent two decades working for the UN Refugee Agency and has carried out over 60 field missions, most recently to Yemen and Burkina Faso, building awareness of people being forced to flee.

When will "Atelier Jolie" be available to consumers?

Unfortunately we'll have to wait a little while before we can see Julie's new venture in action. On Instagram, the actress revealed that the project won't go live until fall 2023. It looks like she'll shed more light on this venture before then, as she promised to deliver "more soon" on Instagram.

Why is she even doing this?

It's not uncommon for celebrities these days to push their name into the consumer realm and often slap it on products to sell to their fans. Atelier Jolie, on the other hand, seemed like a natural fit for the actress—more of a passion project than a pursuit of cash. Jolie is very active in refugee work through the UN Refugee Agency, and she promised the venture would include opportunities for "refugees and other talented, under-appreciated groups".

In addition, the actress is no stranger to the fashion space. She's been a red carpet staple for decades, at which point she's worked with every other designer under the sun. Recently, she has adopted a more sustainable approach to fashion, wearing vintage pieces, and giving her dresses a second life by lending them to her daughters to wear on the red carpet. So while to some Atelier Jolie may seem a bit like slapping the name on products for money, the ethos behind the project fits squarely with what we know about and have come to expect from the actress.