Last fall, Gwyneth Paltrow’s Goop business restructured to focus on three growth pillars — fashion, beauty and food — after appointing Sofía Menassé as its new design director for its G. Label fashion brand in June.
During a preview of the brand’s upcoming spring essentials collection drop, launching Friday for Goop subscribers and on Sunday to the public, Menassé, who cut her teeth at Alexander Wang, The Row and Maison Margiela, told WWD the label is continuing to gain momentum after a successful February release.
A look from Goop’s G. label April collection.
“In our February collection, we had the amazing Jackie pants and Quinn shirt,” she said of the styles, which the brand noted each sold more units over its launch weekend than any other G. Label product launch in 2024 — the classic, minimalistic cotton pant sold 40 percent more units and the cotton shirt 23 percent more units. The Jackie pant is currently the brand’s number-one item for 2025.
G. Label, said to be up 20 percent year-over-year to date, has also seen traction this year for its vanilla-hued Diane trench; oat-colored Slim belted cardigan and lemon yellow Jules cashmere sweater.
Building on that momentum, Menassé said April’s 26-piece essentials assortment, priced $225 to $895 and available exclusively through Goop (online, in-store and within the company’s hotel retail experiences), is a larger continuation of the brand’s smaller February and March drops designed to tell a “full story in a couple of months,” she said.
A look from Goop’s G. Label April collection.
Courtesy of Goop
“For April, it’s really about building the wardrobe. It’s one of our bigger collections, as well as September, which we call our essential, bigger collections; we also do one collection every month of around 15 to 18 pieces,” she explained of the Italian-made fashions. “We thought, how do we build a wardrobe? How do we have those like classic pieces, but reimagine with maybe an unexpected element of design.”
One example is the line’s sharp black silk and wool James blazer, which features an asymmetric silhouette with minimalist hook in lieu of a button, and is freshly paired with new tailored Juno shorts. In addition, she’s expanded on their success in cotton, offering up a heavier maxiskirt, polished shirtdress and chic gray-blue and sage colored boyfriend-style shirting paired with matching boxer shorts.
A look from Goop’s G. Label April collection.
Courtesy of Goop
Menassé said the hues, in addition to its black, ivory and gray hues, were inspired by a photograph of an oyster with two pearls inside, while Peter Lindber’s photographs of the likes of Julianna Moore and Jane Birkin in cozy sweaters continued to push the brand’s timeless yet modern wardrobing codes. Case in point: new Caroline and Isla cardigans available in each colorway, and updated bodysuits.
“Our woman is so busy that she just needs to open her closet and make really easy outfits, with almost no decisions. If she has the right things, she has time to do other things. We’re trying to make it easy for everybody,” she said, noting that each piece is designed in close collaboration with Paltrow.
A look from Goop’s G. Label April collection.
Courtesy of Goop
“Working with [Paltrow] has been really great for these collections. She’s such a fashion fan and she’s been on my mood boards for the last 15 years,” she said. In addition to working closely with the Goop founder on concept and design, the duo also test wear each piece to make sure they’re offering up the best quality pieces for the everyday.
“Because we do monthly, we’re very lucky that if we don’t love the first proto, the second proto, third proto, we can wait until it’s perfect [to release it]. If any issues come in, I would rather have it in three months than to have a bad product. We keep focusing on that,” she said.
