The stylish actress is showing fans how to slay the “rich mom” aesthetic with pieces seemingly taken straight out of her closet.
Gwyneth Paltrow may be best known for her Academy Award-winning portrayal of Viola De Lesseps in Shakespeare in Love or her iconic role as Pepper Potts in the Marvel Cinematic Universe, but the multifaceted star has a lot more to offer beyond Hollywood. Offscreen, she’s the founder and CEO of wellness and lifestyle company Goop, not to mention a style icon adored for her classic, feminine, “rich mom” aesthetic.
Paltrow’s penchant for bespoke tailoring and timeless silhouettes have made her a consistent source of inspiration in the fashion world. And now, the actress has launched a new clothing line that allows fans to nail her look with minimalist, quiet luxury pieces Gwyneth crafted herself.
Enter “GWYN”—the actress’ luxury label that offers “elevated classic wardrobe pieces” that looks as if they’ve been taken straight out of her closet. Its “trend-proof, luxurious” collections are designed in close collaboration with Paltrow to suit the taste of today’s “dynamic women who do it all,” the brand wrote on its website.
GWYN is apparently replacing Goop’s fashion brand, G. Label, which the company has hosted for the past nine years. G.Label was first launched as a four-piece collection in 2016 and has expanded to offer a wide selection of minimalist, easygoing ready-to-wear pieces. GWYN is an evolution of the label, whose name Paltrow admitted to have decided on a whim. “It has never felt that connected to me or that emotional,” she told The New York Times.
“This part of the business is extremely personal to me. I spend the most creative time on this part, and I wanted it to feel more reflective of that. And I love a four-letter word,” she said in another interview with Vogue.
The actress described the new name as one that “reflects how intrinsic and personal” G. Label, the brand, has become to her. “Each piece is still made in Italy, with the same unwavering commitment to beautiful materials and craftsmanship,” she added. The rebrand is also part of Goop’s restructuring after the company laid off 18% of its 216-person workforce and reduced its product lines only to fashion, beauty, and food in 2024.
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Paltrow unveiled the debut collection in an exclusive pop-up at New York Fashion Week on Sept. 14, 2025. It features 36 elevated basics, with each one channeling the actress’ classy and refined look. Think ’90s-inspired button downs, cashmere knits, cotton and denim shirts, pleated dresses, leather skirts, wool sweaters, classic coats, and a range of tailored pants and skirts that all came with clean-cut craftsmanship.
The label perfected this refined aesthetic under the supervision of Sofía Menassé, who believes that “the smallest details are the most important.” Sofía was appointed as GWYN’s design director after serving as G. Label’s creative lead since May 2024. The designer joined the brand from Maison Margiela and The Row whose identity are both rooted in “quiet luxury.”
GWYN positions itself at the same level of these luxury brands not only for its timeless designs, high-end materials, or meticulous Italian craftsmanship,but also because of its elevated price points that range roughly $300 (~P17,200) to $2,000 (~P115,000). Paltrow said that “much more are on the way” and that new items will be released monthly following GWYN’s launch.
The Fall 2025 collection is now available for purchase on the Goop website and its stores in California, New York, and Hawaii.
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