The blueprint for co-creation has a new foundation, moving beyond the metaverse and embracing how inclusive, collaborative platforms can bring consumers closer to brands.
Actress Angelina Jolie announced her foray into the realm of fashion with her new business, Atelier Jolie. This fashion house will empower consumers to design pieces for themselves, using recycled fabrics and pre-worn items, and aims to be ultra-inclusive of interested creators from all socioeconomic backgrounds and locations.
Jolie called the brand a “creative collective” in her announcement. “We can all collect, appreciate and be influenced by the designs of others. But the highest form of self-expression — and I believe the most fun — is to create for ourselves,” she wrote.
Atelier Jolie may provide a way for up-and-coming designers to find space for. Expression in the competitive field of fashion. “Designers often sketch or approve designs, but it is the tailors who make the difference and who I truly love creating with. And yet, these makers rarely receive the credit and respect they deserve.” The brand’s concept comes at a time where many designers worry about the affect that AI will have on the creative industry. Jolie’s brand puts that power back into the hands of those who can make those designs – whoever or whatever created them – a reality.
“I am building a place for creative people to collaborate with a skilled and diverse family of expert tailors, pattern makers and artisans from around the world.” Atelier Jolie’s Instagram account, @atelierjolieofficial, had 138 thousand followers after just one week.
Last year, several brands embraced a new code for creation that was centered in the metaverse. Nike’s Dot Swoosh launched last year: a Web 3 marketplace with VIP loyalty incentives, built on a creator-centered economy that consumers and designers could take part in directly. Forever 21 invited shoppers to manage their own virtual storefronts in Roblox, duplicating physical releases in a digital retail format.
As the retail and luxury worlds embrace liminal boundaries, brands have an opportunity and an obligation to co-create outside of the digital sphere.