Gwyneth Paltrow has now released an apparel line, which launched through her Goop label. The collection was first made available on Monday through her website, and offers a limited selection of everyday basics that will change monthly.
The “September Edition” ranges from $195 to $695, and includes a blazer, tote bag, and chambray button down shirt. The limited selection available means that once the items sell out they are totally gone.
Gwyneth released a statement about the launch, and why she was motivated to do it the way that she did.
“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.”
All of the items in the collection are inspired from things that Gwyneth personally already owns, and she worked directly with a set of designers to create the collection.
“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.”