“Trend-proof, luxurious wardrobe staples designed for the dynamic, feminine pragmatist.”
By Josie NeJame
“I created G. Label in 2016 essentially for myself- a woman with a lot her plate, who wanted to be in her element and comfortable all day, from the carpool lane to work, to a dinner,” said Gwyneth Paltrow, Founder and CEO of goop. “This fall at New York Fashion Week, we are reintroducing the line as GWYN- a name which reflects how intrinsic and personal the brand has become to me. Each piece is still made in Italy, with the same unwavering commitment to beautiful materials and craftsmanship.
– Gwyneth Paltrow
New York Fashion Week always has its moments, but stepping into Gwyneth Paltrow’s Quarters showroom felt different. It was like being welcomed into the living room of your most stylish friend. This friend just happened to be Oscar winner turned founder and CEO of the lifestyle brand Goop. This September, Goop re-introduced its beloved fashion line, formally G. Label, now rebranded as GWYN. As always with Gwyneth, it was delightfully goopy.
Hosted by GP herself, the interior was styled to perfection. Every corner radiated warmth. The framed photos of Gwyneth as a child with her parents, alongside pictures of her own children, created a thread of nostalgia that soften the polished space. It was as if you’d been invited to her private apartment, curated to make you feel both inspired and at home. And can we talk about the curated tablescape that made us feel like Gwyneth’s houseguests. Think late summer, tomatoes, figs, Japanese, cucumbers, flowers, and trays of gluten-free crackers and hummus. It was an abundant welcoming and just the right bit of aspirational. Even Martha Stewart might have paused and envied at the table or martini. I may have left the party with her signature “boyfriend breakfast” recipe card, so I could try to recreate. “Boyfriend breakfast” is name she gave to the creative meals she made for the people that she loves. And as we moved along, the details revealed themselves like quiet love notes left throughout the rooms.
Among this backdrop of comfort and belonging, GWYN’s Fall collection made its quiet debut. The pieces included cashmere knits and jackets, pleated dresses, peacoats, cotton and denim shirts, and impeccably tailored trousers. All pieces were designed with the GWYN woman in mind: elegant, dynamic, and powerful. These clothes move through the rhythms of real life: from a morning school drop off, to a late dinner, all while feeling effortlessly chic. Crafted entirely in Italy, the fabric retains their signature quality, lightweight, cashmere’s sturdy, wools, and refined cottons. The palette stayed close to the timeless essentials: navy, beige, grey and black. Understated, versatile, and designed to last.
That’s what sets GWYN apart. It’s the balance of luxury and belonging. You feel it in the textures of the sweaters, meant to be passed down to the next generation or in the timeless silhouettes that outlast trends, while still feeling modern.
As Gwyneth herself said, “the reintroduction of GWYN is deeply personal. These are not just clothes; they’re pieces for women who do it all, designed to endure the seasons of life.” And much like the space she created for her guests during Fashion Week, GWYN is luxe yet lived-in, elegant yet approachable.
Sitting in Gwyneth’s living room, I mean, showroom I soon realized that GWYN isn’t just about clothing. It’s about a feeling. The warmth of the setting, the nostalgia in the photographs, and the easy elegance of each piece all combined to remind us that luxury can be both aspirational and familiar. Gwyneth Paltrow has always been able to blur that line, inviting us into her world while simultaneously making us feel like it could be our own. GWYN is an extension of that philosophy. It’s clothes that carry us gracefully through our day while quietly weaving themselves into the story of our lives.
