Why Hollywood is talking B Corp
You know that B Corp is a ‘thing’ when mega Hollywood celebs are talking about it.
Hot off the presses of Vogue magazine this week is the news that Angelina Jolie has partnered with luxury fashion brand Chloe because that brand is a B Corp.
Let me repeat that with the emphasis on the word ‘because’.
Jolie has partnered with luxury fashion brand Chloe BECAUSE that brand is a B Corp.
Yep, that’s right. Angelina Jolie loves B Corps. The fact that Chloe is a B Corp is what sealed the deal. Here at Grow Good, you’ll often hear us banging on about how becoming a B Corp opens doors for your business and creates new opportunities. Case in point.
“Very few luxury brands are a certified B Corp,” said Jolie in a statement announcing the collaboration. “It was important to me to work with Chloé, one of the first luxury brands to be a B Corp,” Jolie said.
In a nutshell, Jolie has launched a new fashion brand, Atelier Jolie, and she’s teamed up with Chloe to launch a women’s wear capsule collection.
“My earnings from this collaboration will be invested in establishing apprenticeships for tailors and artisans at Atelier Jolie,” Jolie said.
For those not up with their fashion jargon, a capsule collection is a small collection of clothing composed of classic, easily interchangeable items designed to maximise the number of outfits that you can create. The idea of a capsule collection is to create a variety of different looks with a minimal selection of clothes. It’s so B Corp.
According to the press statement, the collection of mostly eveningwear will feature fluid silhouettes inspired by Jolie’s wardrobe. Some pieces highlight the work of artisans from a Fair Trade enterprise and spotlight female-led social enterprises; others are made from deadstock and lower-impact materials.
Jolie launched Atelier Jolie as a collaborative brand in May 2023, which she said would ‘facilitate working with tailors, pattern-makers and artisans globally; only use leftover vintage material and deadstock; and spotlight everyone involved in the process’. YEEEESSSS Ange! Nice one. Way to go.
So with any luck, Atelier Jolie will also be seeking B Corp certification soon (after completing their first year of operations). We’re holding our breath for that here at Grow Good Towers.
Sure, the B Corp movement already has a few celebrities involved with B Corps, for example, there’s TV chef Jamie Oliver in the UK whose company is a B Corp, and actress Jennifer Garner co-founded Once Upon a Farm, a B Corp that makes cold-pressed, organic fruit and veggie blends for babies. But there is plenty more room for celebs to show the way in the B Corp movement. We’re all up for that type of celebrity endorsement if it helps boost awareness of making business a force for good.
Will Angelina Jolie be the first Hollywood mega-star to head up a B Corp company? Watch this space.
Kia kaha
Tamara
PS Do you know of any local or national celebs involved with B Corps? Let us know in the comments!
Are you Ready to B Better?
Ready to take the plunge towards becoming a B Corp business? Let the Grow Good team guide you through the process either through 1:1 coaching or group coaching on one of our regular cohort programmes. Book a 30-min discovery call with Tamara here.
