From the creators of the jade egg (for your yoni) and the $75 candle that smells like, well, Gwyneth Paltrow’s yoni, comes…activewear? Today, Goop introduced its first-ever foray into the designer world with G. Sport, an activewear line designed in collaboration with Proenza Schouler.
If this was any other launch, Goop would’ve postponed it due to the current global pandemic. But as a wellness brand, it was a fitting time to launch G. Sport for “the Goop community looking to stay healthy,” Shaun Kearney, Goop’s general manager of fashion and home, told WWD.
Launching today on Goop.com, the limited-edition collection includes eight WFH-appropriate styles for women, like activewear staples with cut-out detailing—the Proenza Schouler twist—appearing on a sports bra, bodysuit and t-shirts, and a zipper on the legs of a pair of leggings—all priced under $155. The collection’s non-activewear pieces are much pricier, like the $900 light spring jacket and the $800 jumpsuit.
Proenza Schouler founders Jack McCollough and Lazaro Hernandez are Goop fans, and they believe Paltrow embodies the Proenza Schouler woman and collaborated on this collection for the PS customers who “live in both brands.” For Paltrow, the designers’ cool factor was just what G. Sport needed.
“Tapping Jack McCollough and Lazaro Hernandez’s relentless creativity and street-smart aesthetic brought an entirely new, cutting-edge feel to our G. Sport world,” Paltrow said to WWD. “And the fact that this was their first go at a sporting collection made the collaboration feel even more special. I think the pieces truly speak for themselves.”
Shop our favorite picks from the G. Sport x Proenza Schouler collection below.