Gwyneth Paltrow has been showing us how to live the GOOP life for years now, and despite buzz that she might be exiting the brand, she not only put those rumors to rest but has also just launched a new venture for the luxe lifestyle brand. Introducing Gwyn’s take on a clothing line: GOOP Label! Offering “elevated basics” that are already receiving meh reviews, these “affordable” options are sorta pretty and pretty darn pricey.


Designed by Gwyneth and a small team of designers, GOOP Label is (natch) no ordinary line. Each month, GOOP will release “five elevated basics” that are “timed to that season.”

“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,” Gwyneth told Vanity Fair. “It was very important to me to make the clothes in the same way that all of my favorite designer clothing is made… but to be able to deliver those pieces at a third of the price.” And that’s true, GOOP’s pieces are definitely less than luxe designer brands, but that doesn’t mean it’s cheap either.

goop clothes Goop Label

The Pattner Peak Label Blazer will set you back $700 and the Elise Chambray Button Down will cost you another $200. So yeah, it will cost you around $1,000 just to dress half of your bod in GOOP style.

And what sorta style is that? Well, according to Jezebel, the line is “pretty! But also exceedingly boring. Think Taylor Swift gone law firm partner mom. Or, well, think Gwyneth Paltrow ever since she stopped hanging out with Winona Ryder.” Ouch.

Launching today, September 12, you can pop your name on the waitlist to get in on the GOOP-y looks ASAP.

What do you think about our first look at GOOP Label? Tweet us @BritandCo!

(h/t Jezebel; photos via Terry Wyatt/Getty, GOOP)