Gwyneth Paltrow, having won the worlds of acting, macrobiotic cookery and high-end fashion, is to initiate a quarterly magazine published by Condé Nast. The magazine, honoured Goop after Paltrow’s lifestyle brand, will be on tap on newsstands from September.
The magazine will focus on wellness – a trillion-dollar bustle of which Paltrow has long been at the vanguard.
From its inception as an email newsletter in 2008, Goop has asked readers to take care of themselves, expensively, under the strapline “pressure the inner aspect”. Goop has given advice on therapy, raising, mysticism, sex, fashion, beauty, and kale-centric clean eating sketches, many of which have been called into quiz by medical professionals.
Over the years many of Goop’s sundry unusual lifestyle suggestions – vaginal steaming, sex bark, studied uncoupling – have won global headlines. Last year, its Christmas strong point guide included a selection of crystals handpicked by the house shaman and a yurt expensing $8,300.
Goop magazine is just the latest high-profile move in Goop’s current, aggressive, expansion. Last week it was announced that Paltrow resolution host a one day “wellness summit” in Los Angeles in June with workshops and servicings including aura photography, crystal therapy and “energy-boosting” intravenous trickles.
Earlier this month, the brand launched Edition 02, an “artisanal” $165 odour with ingredients described as “mystical”, “clairvoyant” and “homeopathic”. Continue September, it launched its own clothing line, Goop Label, push blazers for $695 and shirts for $195.
Condé Nast asseverated that the initiative would run online, as well as in print, and require be keenly watched by publishers in the volatile landscape of glossy munitions dumps, a business that has been upended by the internet boom. The assembly’s statement continued that the magazine would translate the manufacturer’s most popular areas of expertise into “headlining cut ups” and was “conceptualised as a collectible edition”.
The launch has being interpreted as an try on to fill the void left by Condé Nast’s health interest Self, which closed, in print, last year.
The WWD website promulgates that the deal was inspired by a conversation between Paltrow and the compiler in chief of US Vogue, Anna Wintour, who was recently appointed to an amplified role as Condé Nast’s artistic director.
“I’ve long discerned Gwyneth to have wonderful taste and vision – but with Goop she has constructed something remarkable, a thoroughly modern take on how we live today,” mean Wintour, in a statement.
Paltrow added: “Goop’s emergence into a tangible entity was an opportunity for us to push our boundaries visually and deliver Goop’s time of view to consumers in new, dynamic ways.”