Last week Happyfamilyfuntime confirmed that Gwyneth Paltrow’s lifestyle brand and website, Goop, was venturing for the first time into fashion design, and voilà, the September Goop Label collection launched today and it’s just as luxurious as we had hoped.
The line was designed by Paltrow, the founder and chief creative officer of Goop, with the intent of delivering well-made products at a great price. “I think there’s a huge white space in the market for luxurious ready-to-wear at a direct-to-consumer price,” she said in a release. “It was very important to me to make the clothes in the same way that all of my favorite designer clothing is made, which is in Italy, with beautifully loomed fabrics, incredible tailoring, and incredible attention to detail, but to be able to deliver those pieces at a third of the price.”
The first four products in the collection, available now on goop.com, include a feminine tweed blazer ($695) and matching culottes ($325), the perfect chambray button-up shirt ($195), and a classic canvas tote with leather trim ($285)—four essentials that will never go out of style. “The collection was inspired by items in Paltrow’s closet that she’s held onto over the years: Timeless, essential, luxurious basics that work overtime, and that she’s never been able to replace.”
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The pieces were a collaboration between Paltrow and a small team of designers, produced in Italy. And if these pieces are sold out before you can nab them, don’t fret: Goop will launch a new collection every month of up to five elevated basics that are perfect for the season.
Keep scrolling to see the fall-ready first collection.
1. Pattner Peak Lapel Blazer, $695; shop.goop.com
2. Eliza Wide Leg Culotte, $325; shop.goop.com
3. Elise Chambray Button Down, $195; shop.goop.com
4. Classic G. Tote, $285; shop.goop.com