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10 Key Pieces to Shop Now at Gwyneth Paltrow’s Gwyn
Hot off her much talked-about role in Josh Safdie’s A24 film “Marty Supreme,” Gwyneth Paltrow is one of the most well-rounded stars of the 21st century. The Oscar-winning actress also sings, writes, entertains fans with her viral cooking videos, and helms the lifestyle empire Goop — valued at around $250 million. While Goop has received no insignificant amount of publicity in recent years based on its controversial wellness releases like the This Smells Like My Vagina candle and jade yoni eggs, the late-2025 makeover of its former fashion line G.Label, now called Gwyn, has flown under the radar in comparison.
This is not to say the pieces on offer — available in a wide range of sizes — aren’t worth your time. To get Gwyn off the ground, Paltrow tapped fashion-industry heavy hitter Sofía Menassé, who cut her teeth at Alexander Wang, Maison Margiela, and The Row. In an interview with the Goop editorial team last year, Menassé shared her vision of the woman she designs for: “I think she works. I think she works out. I think she makes outfits that are kind of effortless and easy. I don’t think she stays at home that much; I think she’s traveling and she’s on the move.”
Fluid movement isn’t the only thing you’ll be treated to when shopping Paltrow’s curation of pleated skirts, breezy cashmere tanks, trousers meant to take you from work to happy hour, and the types of trenches the A-lister’s “Marty Supreme” character — glamorous socialite Kay Stone — might have worn while having a tryst with Timothée Chalamet’s Marty Mauser. You will also feel instantly polished when putting on the capsule-wardrobe nonnegotiables that make for great transitional-weather picks to wear everywhere in the next few months. Nothing at Gwyn is overly presumptuous, though; in fact, the clothing still retains a markedly Cali-cool identity, which is to say it’s rooted in minimalism.
Accordingly, every offering is sourced from Italy, where it’s manufactured with materials of the highest caliber (read: 100-percent everything, from silk and the aforementioned cashmere to virgin wool and polyamide, the latter also being the secret ingredient behind the buttery-soft shapewear innovations of big-name brands like Skims).
Gwyn’s online shelves are refreshed monthly, and inventory can also be found at the eight brick-and-mortar Goop outposts in Aspen, Brentwood, New York’s Bond Street, and beyond. Paltrow has decades of experience in turning heads under her belt — having stepped out in oh-so-chic, “rich mom” ensembles involving slip dresses, ’90s-style denim, sumptuously crafted longline coats, and all manner of knits in the past — so the celebrity knows exactly what styles will sway a modern woman to spend her hard-earned money, whether she’s a devotee of the Goop cult or an everyday sartorial maven. To borrow from the slogan behind Hailey Bieber’s Rhode, Paltrow likely works with the following intention: making one of everything good.
There are no showy logos in sight here and the wildest hue to be found is the poppy red of the Audrey Hepburn–inspired Devon Capri pant. If you also stock your bathroom cabinets with Goop’s quick-to-sell-out eye masks, face creams, and retinol serums (only the pared-back essentials!), you’ll surely appreciate Gwyn’s modus operandi: epitomized by the editor-loved attire below.
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Gwyn Perry Shirt
A close-to-$400 price tag puts this sensible button-up in Ralph Lauren and Veronica Beard territory. How it trumps its rivals? By nailing a Goldilocks balance between the oversized and the fitted — boasting sleeves you can easily roll up when washing your hands with the sold-on-Goop Garden of Earthly Delights Botanical Soap and a hem that looks just as good when tucked in or kept loosey-goosey.
Price upon publish date of this article: $395
Gwyn Maeve Jean
Treat the Maeve Jean like an older, cooler sister you wish you had. Composed of stonewashed Japanese chambray (cream of the crop), this dart-adorned barrel-leg denim style is laid-back and poised at once — capable of providing the foundation for a high-low getup when worn with blazers and being just as ready to share the spotlight with a basic white tee. Their go-with-everything allure also means you can throw the jeans on with luxe flip-flops (think square-toe, croc-effect steppers from a designer brand) before picking your kids up from school.
Price upon publish date of this article: $425
Gwyn Sutton Trench Coat
Gwyn’s quintessential trench couldn’t be a better match for weather that sits between 50 and 60 degrees, with a subtle breeze that makes wrapping up essential but also necessitates retiring your faux fur layers. Made from breathable and attractive-looking cotton gabardine, the coat stands out from the crowd in one key way: those sheepskin leather accents at the collar, waist, and cuffs, of course, which pop against its quiet-luxury camel coloring and bring with them a touch of the dramatic. Paltrow, too, surprises wearers with pockets big enough to stow a small umbrella inside — something that’s making us reconsider the utility of other trenches on the market.
Price upon publish date of this article: $1,150
Gwyn Devon Capri
We crowned capri pants as the be-all and end-all fashion trend of summer 2025, with an anticipated comeback for the upcoming season. Celebs from Emrata and Julia Fox to Bella Hadid and Elizabeth Olsen have all said “yes” to calf-skimming pedal pushers before — gravitating towards their warm-weather practicality, leg lengthening powers, and Parisian-chic aesthetic. Gwyn’s take is about as bright as it can get, turning up the volume with its colorway and emphasizing comfort (thanks to a stretchy cotton composition) in the same breath. Trust us: this + kitten heels + a sharp jacket = your best outfit equation to date.
Price upon publish date of this article: $425
Gwyn Eldridge Silk Shirt
The Eldridge Silk Shirt couldn’t have settled for being just a silk shirt. Instead, it gives the iconic staple new meaning via a sophisticated black bow and an optimal amount of drape. The selection’s covetable appearance has caused most of its sizes to sell out in a flash, but yours might still be in stock (we’re keeping our fingers and toes crossed). Pair it with a smart maxi skirt or straight-leg jeans and proceed to rack up the compliments.
Price upon publish date of this article: $595
Gwyn Margot Dress
Meet Margot, the kind of little black dress that, when accessorized correctly, can be your lifelong companion for weddings, date nights in the city, and every occasion in between. What we like: a straight neckline that accentuates the collarbones, a heavy viscose satin makeup that features a hint of luster, and a fitted bodice that transitions effortlessly into a flowy, hip-blessing skirt. Given the frock’s all-black nature, we recommend creating key focal points in the form of metallic heels, an avant-garde handbag, and your sparkliest pair of earrings.
Price upon publish date of this article: $1,295
Gwyn Imogen Jacket
Yes, Gwyneth Paltrow ideated a barn jacket, and yes, it’s one your coat closet has been missing all along. Water-resistant, equipped with dual pockets, and pampered with a corduroy collar on top of all that soft-spoken structure, the Italian gem will carry you through every forthcoming rainstorm as you run to meet friends for dinner, catch cabs to work appointments, and engage in other city-girl pursuits.
Price upon publish date of this article: $950
Gwyn Paloma Cashmere Tank
Cashmere sweaters are great, but when the sun starts shining more and the days get balmier, it’s all too tempting to turn to the tank versions of these timeless buys — letting your shoulders get a healthy tan while still staying in the realm of the corpcore-approved. 100-percent Italian cashmere takes the lead here, while a pleasing-on-the-eyes ivory shade makes the find feel nothing if not elevated and a scoop-neck profile sets the stage for all your pendant necklaces. Made for “lounging or traveling,” not to mention leading that team meeting or tucking into antipasti at a sidewalk cafe.
Price upon publish date of this article: $425
Gwyn Aspyn Dress
We can’t decide what we adore more: this dress’ universally flattering charcoal color or its on-trend, drop-waist silhouette complete with wide pleats. Even rarer to see is the Aspyn’s U-shaped neckline, which creates a “party on top” situation that’s hard to resist. Don this number in conjunction with riding boots, strappy sandals, and even the best white sneakers for women — it’s just that versatile.
Price upon publish date of this article: $995
Gwyn Lucie Cardigan
When virgin wool and cashmere meet, magic happens (and that magic goes by the name of Lucie). An apt fit for anyone living in colder climates that demand bundling up during early spring, this cardi gives your décolletage area a chance to shine courtesy of its low cut. As for that hue, which Goop says is “somewhere between oat and camel”? It will never go out of style, much like high-quality cardigans themselves. You might not be able to spot this detail in online imagery, but the piece flares out ever so slightly at the waist while hugging the rest of the bod. Team it up with a slip skirt or high-waisted chinos the next time you need to look put-together.
Price upon publish date of this article: $595
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Meet the Author
Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on celebrity-backed fashion brands that actually live up to their hype.