Angelina Jolie’s Atelier Jolie store will have a cafe, classes and gallery: ‘I’ll probably lose money’

Ms. Jolie has entered the fashion game.

Angelina Jolie opened up to WSJ magazine about her post-divorce life in its latest issue, released Tuesday, and along with sharing tidbits about her movie career and relationship with her kids, she gave fans a preview at her first venture into fashion, Atelier Jolie.

The Academy Award winner, 48 — who admitted she’s “never been to a fashion show or Met Ball” — modeled several looks from her collection in a series of striking black-and-white photos.

Among the sleek, neutral looks the star sported were a boxy blazer and skirt, a sheer black gown, and a black jacket with a long white cape attached to the back.

One jacket even featured a large canvas with a hand-painted design by artist Chaz Guest, price and availability upon request.

She opened the doors to Atelier Jolie’s first store on Tuesday, a space in New York’s NoHo neighborhood that was formerly the studio and home of Jean-Michel Basquiat, per WSJ.

Though the Journal reports an advertisement for the space asked $60,000 a month for a minimum 10-year lease for the 6,600 square-foot space, a representative asserted to the mag that she got a cheaper and shorter deal.

However, Jolie admitted that she’ll “probably lose money, maybe even for a while” on her store, Jolie said, “If I can eventually put into practice some things that I think are improvements and I just break even, that’s a huge victory.” 

Jolie wore a blazer and skirt from her line for the shoot. WSJ Magazine
She modeled a sheer Atelier Jolie dress with a bandeau and boy shorts underneath. WSJ Magazine

Although Jolie revealed she’s not into following trends and that loved ones remarked, “You, in fashion? No” when hearing the news of her own brand, the “Maleficent” actress is taking a different approach to the usual celebrity fashion line.

“What would be an ethical business? We are trying to reverse-engineer it a little bit,” the humanitarian said in her interview, with the mag sharing that Atelier Jolie “established a committee to guide the brand’s approach to sourcing and production.”

The star said she wants to address several issues in the industry, but admits she doesn’t “know the answers.”

“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? And actually maybe treat people well?” she mused.

“Of all the places in the world, Hollywood is not a healthy place. So you seek authenticity,” she told WSJ. WSJ Magazine

The shop will sell both Atelier Jolie pieces along with those created by other brands in the sustainable fashion space, and the magazine shared that “customers can bring in pieces they already own for adjustments, or create their own from scratch using deadstock fabric.”

Along with being a traditional retail location, the space also includes a cafe called Eat Offbeat, which, in fitting with her dedication to humanitarian issues, is “run by refugee and immigrant chefs” and will allow guests to buy or create patches to customize their clothing with.

The store — which also includes a gallery — will also “host educational events focused on techniques such as silk-screening, studding and embroidery.” and in the future, Jolie “hopes to host salons on subjects including sustainability and art.”

“In my life, I’ve never been understood right away,” she said. WSJ Magazine
Atelier Jolie will give customers the freedom to customize pieces. WSJ Magazine

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Along with sharing more about Atelier Jolie, the “Mr. & Mrs. Smith” star opened up about her own wardrobe, revealing that she loves an oversized coat to cover up her casual outfits and that she sticks with a uniform of “Saint Laurent and Celine” pieces “to project an image of unflappable, ladylike safety to her children.”

“My daughter jokes that I wear too many trench coats,” she told WSJ, adding, “It’s just like a hiding thing.”

Perhaps she can sport one of her own trenches at this year’s Met Gala.