Proenza Schouler x Goop activewear collection
The perfect outfit for the home workout
G-Club
March 23rd, 2020
March 23rd, 2020
In a moment where a large part of the world's population is in quarantine, mental and physical well-being is not only an increasingly important goal for our balance but it's becoming a real business to invest in for many companies.
Goop, Gwyneth Paltrow's lifestyle brand focuses on the perfect outfit for indoor sports and launches a capsule collection in collaboration with Proenza Schouler. Jack McCollough and Lazaro Hernandez have created a selection of 7 activewear items available online from March 22: sports bra, a short-sleeved top, bodysuit, leggings, t-shirt, tracksuit and jacket. Available in white, black and red, the items' prices range from around 115 euros for the bra to around 830 euros for the jacket.
The two designers are enthusiastic about the project created for G. Sport, the athletic line of Goop:
We’ve been lucky enough to know Gwyneth for some time now and are constantly amazed by the work she is doing at Goop. When she called and asked if we would be interested in working together, we said yes. We love everything about Goop and know so many Proenza Schouler customers who live in both brands. In many ways, we consider Gwyneth to be the ultimate Proenza Schouler woman.
For her part, Paltrow shared:
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. And the fact that this was their first go at a sporting collection made the collaboration feel even more special.
As nearly 40 million California residents alone were ordered to “stay at home” until further notice by Gov. Gavin Newsom on Thursday and other States are likely to follow to contain the Covid-19 pandemic, physical activity and wellness have moved indoors. An increasing number of people are standing in front of the screen to follow the advice of beauty influencers and fitness apps. Goop was one of the first companies to understand the potential of these activities and to present an dedicated capsule, confirming the talent for marketing that led to its success.
Goop was born in 2008 as a newsletter in which Paltrow, who at the time had almost completely left her acting career, wrote recipes full of advice poised between wellness and new age. Over time and thanks to the essential help of former editor Elise Loehnen, that hobby of a rich and bored housewife turned into a business that today is worth $250 million and also has its own docuseries on Netflix, The Good Lab. But what is Goop exactly? It is a promise made by Gwyneth Paltrow to millions of ordinary women: each of us can be perfect, young, fit, thin, sexually satisfied. You only have to listen to the right tips and use the best (obviously natural) products. All properly distributed and sold by the brand's website. They are bizarre, expensive objects with appealing packaging such as snake oil, stickers to be applied on the body to "balance" its energies, Moon Juices, jade eggs or This Smells Like My Vagina, the candle, that immediately went viral, reproducing the scent of Gwyneth's vagina (for the most famous of wasps the vagina is a millionaire business). 
