If the launch was in any other category, it may of been held back, given the current global health crisis, Goop's general manager of fashion and home, Shaun Kearney told WWD. However the brand decided to go ahead with its latest collaboration, announcing it's teaming up with Proenza Schouler for G. Sport, Goop’s athletic line.
It’s activewear’s connection to wellness and “the Goop community looking to stay healthy” that made this release “a right fit,” said Kearney.
With at-home workouts trending online, and more fitness studios turning to streaming, consumers are willing to invest in wellness, with Goop looking to “alleviate stresses” and “create a sense of normalcy in their environment.”
Kearney and Gwyneth Paltrow wanted to work with Proenza Schouler designers, Jack McCollough and Lazaro Hernandez simply because they were fans.
"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," said Paltrow.
"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."
It was an easy yes from the designers, as well.
“We’ve been lucky enough to know Gwyneth for some time now and are constantly amazed by the work she is doing at Goop,” Proenza Schouler shared in a statement.
"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.”
The collection is available now and can be viewed here.