If you’ve ever wanted to raid Gwyneth Paltrow’s closet, you’ll soon have the chance to come pretty close. On Monday, the actor turned entrepreneur’s first clothing line, Goop Label, is set to launch on her lifestyle website, Goop.com, with four initial pieces “inspired by items in Paltrow’s closet that she’s held onto over the years: timeless, essential, luxurious basics that work overtime, that she’s never been able to replace,” according to a statement from her rep in Vanity Fair.
The wardrobe staples include a $695 tweed military-inspired blazer that ties at the waist and a matching wide-leg culotte that retails for $325. “I’m a real suit girl, and September, to me, connotes getting back to work, getting back to your life and buckling down. For this particular version, I was very inspired by English schoolboy grey flannel suits — but with a feminine spin,” she said of the set, according to People. The third piece is a $195 chambray button-down shirt that’s “a bit relaxed” with “great structure and tailoring,” she told People, and the fourth is a $285 white tote bag with white leather straps and a shoulder detail. “It’s a great schlep-your-life-around bag,” Paltrow said.
While Paltrow has drawn her share of well-publicized criticism for the seemingly oblivious elitism of her brand, she says that Goop Label is intended to make luxury goods available at attainable prices — one third of the typical cost, to be precise. “I wanted to create product that is incredibly high quality and delivered at a great value — I think there’s a huge white space in the market for luxurious ready-to-wear at a direct-to-consumer price,” Paltrow said in the statement, according to Vanity Fair. To that end, all the pieces in Goop Label will be made in Italy, where Paltrow says all her favorite designer clothes are made, “with beautifully loomed fabrics, incredible tailoring, and incredible attention to detail.”
Until recently, Goop has been a retail destination for high-end beauty and style merchandise (as well as a newsletter you either read or have read about). But earlier this year, Paltrow’s brand launched its first original products — a line of skin care goods, Goop by Juice Beauty. The collection includes cleansers, creams, exfoliating facials, and more, all made using “powerful organic ingredients infused into high-tech formulas.”
Paltrow’s foray into fashion, though, will be a slow unraveling. After the initial drop of four items she plans to release “five elevated basics” each month that are timed to the season, according to Vanity Fair. Her strategy is much like that of a flash-sale site — as the site explains, “Those items will be available on a first-come, first-serve basis until they sell out.”
The announcement of Goop Label is strategically timed to coincide with New York Fashion Week. It should also shoot down recent rumors that Paltrow would be exiting the brand she launched — at least for now. “I have never known where Goop is going — it has always caught me by surprise,” she recently said in a video on LinkedIn. “We’ll just have to see. I am open to anything. I could sell it. I could pass it to my kids.”