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Gwyneth Paltrow curates Goop fashion’s uniform identity

Published 06/11/2016

Gwyneth Paltrow
Gwyneth Paltrow

Actress and entrepreneur Gwyneth Paltrow hopes her new Goop label fashion line bridges the gap between the high street clothes and designer offerings.

Gwyneth Paltrow ensures that every garment in her Goop fashion line conveys a distinct point of view.

The Hollywood actress launched her weekly lifestyle newsletter Goop in 2008, with the brand going on to expand into e-commerce.

Earlier this year (16), Goop launched a natural skincare line in collaboration with Juice Beauty, and more recently unveiled Goop Label, Gwyneth’s first foray into designing apparel.

And the 44-year-old believes the line fulfills a gap in the market between high street stores and designer offerings.

"I find, as a consumer, that the price points of some of my favorite designer clothing is so exorbitantly expensive," she told Fastcompany.com. "I wanted to know if there was a way with the direct-to-consumer model. To create an incredible product that is slightly more aspirational, but pass on the savings to the consumer."

The line is inspired by pieces from Gwyneth’s own wardrobe and is launched in small capsule “editions” throughout the year, with fewer than five garments dropping each month. Garments include little black dresses and simple wool coats, which are priced from $595 to $1,195 (£485-£975), and are meant to provide clothing staples.

"They create a template for a uniform," Gwyneth explained. "Easy stuff."

With the clothing collection, the mother-of-two works alongside a small team of designers, with pieces made in the same Italian factories that manufacture for Proenza Schouler and Azzedine Alaia.

But since the clothes are sold directly to consumers online rather than through retailers, Goop can afford to sell them less expensively than comparable designers.

"The edit is so clear," she said. "We've made every choice count."

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