Gwyneth Paltrow Introduces GOOP to Online Stationery


No. (

Oh, hell no.

From’s Tumblr:

Inspired by Gwyneth Paltrow’s eye for casual luxury, curates all that is needed for a life well lived. Goop draws on modern refinement with an occasional streak of rebellion to create a uniquely upscale aesthetic that doesn’t take itself too seriously. Our newest collaboration with goop was inspired by classic tropes of luxe interior decor—ornate bone china, gilded butterflies, fine chinoiserie wallpaper—as well as contemporary minimalists like Ellsworth Kelly.

Much of the collection’s imagery started as ink drawings created by our in-house illustrators. To tap into goop’s sophisticated style, they researched traditional Chinese paintings, John James Audubon’s ornithological studies, mosaic tile work, architectural details from ornate plaster ceilings, and Cy Twombly’s meandering lines.

At this point, GOOP isn’t even trying to upsell us on products, but is making celebrity endorsements on virtual (read: imaginary) items. She must be stopped.

Gwyneth Paltrow Introduces GOOP to Online Stationery