Interest in Gwyneth Paltrow’s ’90s style is at an all-time peak, which is good news for Goop’s DTC fashion brand, G. Label
GWYNETH PALTROW, quasi-retired actress, enthusiastic marketer of very personal women’s products—has probably appeared on more brands’ mood boards than almost anyone else. For decades, designers have pinned up images of her film characters, from the laconically preppy Margot in 2001’s “The Royal Tenenbaums” to the mid-century heroine Marge Sherwood in 1999’s “The Talented Mr. Ripley” to the green-sheathed Estella in the 1998 update of “Great Expectations.
The G. Label fashion business has been a relatively quiet segment of the company, although with the recent launch of a well-edited “G. Label Core” collection of classics and the rise in interest around its founder’s prescient ’90s style, that appears primed to change. Ms. Paltrow’s trump card might be her ability to sell clothing to women who want to dress like her. But G. Label’s challenge lies in leveraging Ms. Paltrow’s glamorous halo effect without alienating women by being too aspirational.
Ms. Paltrow, wearing G. Label Core, said that she designs pieces to be ‘easy and kind of trend-proof.’ As the line grows, so does what G. Label provides, and to whom. “I would never make anything that I really didn’t like, but sometimes there are certain pieces where you have to really keep the customer in mind,” explained Ms. Paltrow. “In certain areas, I would go edgier with silhouettes than we’ll want to for the purposes of commerciality,” she continued, saying that “crazy exaggerated wide-leg pants” are something she loves that don’t necessarily work for other women.
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