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10 essential items to buy now on Gwyneth Paltrow’s Gwynne
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Gwyneth Paltrow, best known for her high-profile role in Josh Safdie’s A24 film Marty Supreme, is one of the most well-rounded stars of the 21st century. The Oscar-winning actress sings, writes, entertains fans with her viral cooking videos, and heads Goop, a lifestyle empire with a market capitalization of approximately $250 million. While Goop has received a fair amount of publicity in recent years with the release of controversial wellness products such as the “This Smells Like My Vagina” candle and Jade Yoni Egg, the relaunch of its former fashion line G. Label (now called Gwynne) in late 2025 has remained under the radar by comparison.
This is not to say that the items on offer, which come in a variety of sizes, aren’t worth your time. To get Gwyn off the ground, Paltrow tapped fashion mogul Sofia Menasse, who has risen to prominence at Alexander Wang, Maison Margiela, and The Row. In an interview with Goop’s editorial team last year, Menasse shared her vision for the women she designs for: “I think she’s working. I think she’s working out. I think she’s wearing effortless, easy clothes. I don’t think she’s at home that much. I think she’s traveling and on the go.”
Flowing movements are not the only thing that attracts attention when shopping. Paltrow’s selection of pleated skirts, breezy cashmere tanks, pants that will take you from work to happy hour, and the kind of trench that A-lister’s “Marty Supreme” character, glamorous socialite Kay Stone, might have worn during a secret rendezvous with Timothee Chalamet’s Marty Moser. You’ll also instantly feel more sophisticated with capsule wardrobe staples that are perfect for transitioning seasons and are perfect to wear everywhere over the next few months. However, Gwynne is not overly presumptuous. In fact, this clothing still noticeably retains Cali’s cool identity, which can be said to be rooted in minimalism.
Therefore, all our products are sourced from Italy and manufactured using the highest quality materials (i.e. 100% allfrom silk and the aforementioned cashmere to virgin wool and polyamide, the latter of which is also the secret ingredient in the buttery-soft shapewear innovations of big-name brands like Skims).
Gwyn’s online shelves are updated monthly, and inventory can also be found at eight brick-and-mortar Goop locations in places like Aspen, Brentwood, and New York’s Bond Street. Paltrow has decades of attention-grabbing experience and has appeared in chic, “rich mom” ensembles in the past, including slip dresses, ’90s-style denim, lavish longline coats, and knits of all kinds. So whether she’s a follower of the Goop cult or an everyday fashion guru, this celeb knows exactly what style modern women would sway over spending their hard-earned money on. To borrow the slogan behind Hailey Bieber’s Road, Paltrow is probably working with the following intent: Make one of everything good.
You won’t find any flashy logos here. The wildest shade is the poppy red of the Audrey Hepburn-inspired Devon Capri pants. Keep your bathroom cabinet stocked with Goop’s quickly selling out eye masks, face creams, and retinol serums (just the bare essentials!) and you’ll know Gwyn’s trick. The following editor-loved outfits are a prime example.
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gwyn perry shirt
At nearly $400, this sensible button-up shirt falls into Ralph Lauren and Veronica Beard territory. How can you beat your rivals? Goldilocks’ perfect balance of oversize and fit gives it signature sleeves that roll up easily when washing your hands with the Goop Garden of Earthly Delights Botanical Soap on sale, and a hem that looks just as good whether tucked in or loose.
Prices on the date of publication of this article: $395
Gwyn Maeve Jean
Treat Maeve Jean like your older, cooler sister. wish you had Constructed from stonewashed Japanese chambray (Cream of the Crop), this dart-embellished barrel-leg denim style is simultaneously relaxed and poised, providing the foundation for a high-to-low setup when worn with a blazer, and ready to share the spotlight just as much as a basic white T-shirt. Their go-with-everything appeal means you can also throw on some fancy flip-flops (think square-toe croc-print steppers from designer labels) with your jeans before picking up the kids from school.
Prices on the date of publication of this article: $425
gwyn sutton trench coat
Gwynn’s typical trenches couldn’t be more suited to the weather, with temperatures in the 50s and 60s and a light breeze. So while it’s a must to wear one, you’ll also need to take off the faux fur layer. Made from breathable and aesthetically pleasing cotton gabardine, this coat stands out from the crowd in one important way. Of course, sheepskin leather accents on the collar, waist and cuffs add a dramatic touch against the quiet, luxurious camel coloring. Paltrow also surprises the wearer with a pocket large enough to hold a small umbrella. This makes you reconsider the usefulness of other trenches on the market.
Prices on the date of publication of this article: $1,150
gwyn devon capri
We’re positioning capri pants as the biggest and final fashion trend of summer 2025, and we’re hoping for a comeback next season. From Emrata and Julia Fox to Bella Hadid and Elizabeth Olsen, celebrities have all said yes to calf-skimming pedalers. They’re drawn to their warm-weather practicality, leg-lengthening effect, and Parisian-chic aesthetic. Gwyn’s take is as bright as possible, pumping up the volume with its colorway while emphasizing comfort (thanks to the stretchy cotton material). Please believe me. This + kitten heels + sharp jacket = the best outfit equation ever.
Prices on the date of publication of this article: $425
Gwyn Eldridge Silk Shirt
The Eldridge Silk Shirt just couldn’t stay as it was. just silk shirt. Instead, a sleek black ribbon and just the right amount of drape give new meaning to the iconic staple. Due to the attractive appearance of this selection, most sizes sold out quickly, but your size may still be in stock (we’re working hard to be careful). Pair it with a smart maxi skirt or straight-leg jeans to garner compliments.
Prices on the date of publication of this article: $595
gwyn margot dress
Introducing Margot. It’s like a little black dress. When accessorized correctly, it’s a lifelong companion for weddings, dates on the town, and every occasion in between. What we like: A straight neckline that highlights the collarbone, heavy viscose satin makeup with a hint of shine, and a fitted bodice that easily transitions into a skirt that celebrates flowing hips. Given the all-black nature of the frock, we recommend creating a key focal point in the form of metallic heels, an avant-garde handbag, and the sparkliest earrings.
Prices on the date of publication of this article: $1,295
gwyn imogen jacket
Yes, Gwyneth Paltrow invented the burn jacket. Yes, that’s what your coat closet has been missing forever. Water-resistant, dual-pocketed, and with a corduroy collar atop a soft-tone construction, this Italian gem is sure to weather any upcoming storms as you run to meet friends for dinner, hail a cab to a work appointment, or engage in other city-girl pursuits.
Prices on the date of publication of this article: $950
gwyn paloma cashmere tank
Cashmere sweaters are great, but as the sun shines and the days become milder, it’s all too tempting to turn to tank versions of these timeless pieces. You can get a healthy tan on your shoulders while staying in CoopCore-approved territory. 100% Italian cashmere is the star here, but the eye-pleasing ivory hue doesn’t feel classy, and the scoop neck profile sets the stage for all the pendant necklaces. Perfect for leading a team meeting, grabbing appetizers at a sidewalk cafe, or even just relaxing or traveling.
Prices on the date of publication of this article: $425
gwyn aspin dress
We can’t decide which we adore more: this dress’s universally flattering charcoal color or its on-trend drop-waist silhouette with wide pleats. Even more unusual is Aspin’s U-shaped neckline, which creates a “party on top” situation that’s hard to resist. Wear this item with riding boots, strappy sandals, or even white sneakers, which are perfect for women. It’s truly versatile.
Prices on the date of publication of this article: $995
gwyn lucie cardigan
When virgin wool and cashmere meet, magic happens (and that magic goes by the name Lucy). Perfect for those who live in cold climates and need to put their bodies together in early spring, this cardi will add some shine to your décolleté area thanks to its low cut. Goop says the shade is “somewhere between oat and camel”? never Just like a quality cardigan, it’s timeless. You may not be able to spot this detail in online images, but this part flares out slightly at the waist while hugging the rest of your torso. The next time you want to look neat, pair it with a slip skirt or high-waisted chinos.
Prices on the date of publication of this article: $595
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meet the author
Stacia Datskowska Senior Commerce Writer at WWD. Previously, she worked as an assistant digital editor at ELLE DECOR, covering all things luxury, culture, and lifestyle through the lens of design. Over the past five years, her byline has appeared in USA Today, the Baltimore Sun, Teen Vogue, the Boston Globe, Food & Wine, and more. Before joining ELLE DECOR, Datskowska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tent pole sale events, and curated gift guide roundups. She graduated from New York University with a bachelor’s degree in journalism and international relations. Datskowska regularly reports on celebrity-backed fashion brands that actually live up to their hype.
Source: Shop – wwd.com
