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Gwyneth Paltrow has been at the forefront of pop culture for 20 years I will miss her at Goop

Paltrow is uncoupling from her lifestyle website. We might have eye-rolled at the Sex Dust and golden dumbbells, but she did, on occasion, talk a lot of sense

I am sad that Gwyneth Paltrow is consciously uncoupling herself from her Goop lifestyle blog. There, I said it. This is an unfashionable opinion. I get the feeling that most people will happily live without Gwyneths wisdom, highlights of which have included where to get your vagina mugwort-steamed, and how artisan rosewood truffle slicers and $125,000 (94,000) gold dumbbells make great gifts.

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Sex Dust by Goop, with ancient ingredients. Photograph: Goop

But I believe that the time will come when we look back on the era when Gwyneth ruled over the celebrity lifestyle space, as we must now call it, as an innocent and benign age. Gwyneths persona think Cher from Clueless meets Marie Antoinette, self-righteously hangry on day three of a bespoke juice cleanse has not always been easy to love. Tips on the Goop website right now include the handy hint that if you are entertaining and dont have time to iron your table linen, you could consider taking it to the dry cleaner to be pressed. The online store offers a $60 jar of Sex Dust, a warming elixir whose slightly vague ancient ingredients will promote primordial energy and vital essence just by adding a teaspoon to your nightly cup of nut milk. (Just a thought, hon, but if sexual vigor is the goal, maybe the nightly cup of nut milk isnt helping?) And the whole check-your-privilege concept seems to have passed by Gwyneth, who has a tendency to say things such as: Id rather smoke crack than eat cheese out of a tin.

Gwyneth, with her good-girl shiny hair (no bedhead tangles for her), has the vibe of being the form prefect of the avocado toast generation. As a result, she seldom get the credit she deserves as someone who has, for better or worse, been at the forefront of pop culture for the past two decades. She was going out with Brad Pitt when he was just a good-looking young actor. In 1999, she was advocating how Brazilian bikini-waxing had changed her life, before anyone else knew what it was; by 2013, she was in the vanguard of the backlash against waxing, quipping about how she works a 70s vibe. Gwyneth was singing the praises of kale in 2009, a full five years before Beyonc in the KALE sweatshirt. She did sideboob at the Met Gala in 2012; Kendall Jenner did sideboob at the Met Gala in 2015.

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Paltrow discoverd kale years before Beyonc did. Photograph: Instagram

And while the world was laughing at Goop, the celebrity economy was quietly emulating it. Blake Livelys Preserve was launched in 2014, and Reese Witherspoons Draper James in 2015. Both were clear attempts to landgrab Goop territory: filtered still-life shots of flowers in mason jars, an online store where the adjective artisanal appeared to justify adding two zeroes to a sensible price for anything, and contant overuse of super as a sunny, effervescent adjunct. (In the Goop world, one is endlessly super-excited about super-delicious salads that you can make super-quick.) Kate Hudsons Fabletics sportswear brand, whose home page features a smiley, Instagrammy photo of Hudson lying in the grass, channels the Goop glossy-homey vibe; Zooey Deschanels Hello Giggles borrows its goofy tone. But none of these, so far, can touch Goop for reach: while Preserve folded after just a year, Gwyneths business is still growing, with own-brand skincare launched this year, and planned scalability cited as the reasoning behind Gwyneths retreat from its masthead.

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Blake Lively: emulated Goop with her Preserve brand. Photograph: Vittorio Zunino Celotto/Getty Images

Gwyneths more away-with-the-fairies bon mots my personal favourites being, When I pass a flowering zucchini plant in a garden, my heart skips a beat, and the time she advertised for a nanny who was an accomplished sailor and spoke Latin (I paraphrase, but only just) have eclipsed the fact that she often, in fact, talks a lot of sense. Take the Met Gala. The Met Gala looks like a terrifying sorority party where your dress will never ever be good enough for Anna Wintour, and Rihannas bodyguard will tread on your new shoes and break your toes, but everyone pretends like it is super-fun. Except Gwyneth, who in 2013 told a radio interviewer that it sucked … Im never going again. It was so unfun. It was boiling. It was too crowded. I did not enjoy it at all. And for all the detox backlash, compared with the new crop of spiralising bores, Gwyneths health regime is pretty human: she drinks wine, and cocktails, smokes one cigarette on a Saturday night. And yes, conscious uncoupling is a grating phrase, but is the idea of making a concerted effort to have a grown-up, non-antagonistic divorce really such a terrible one?

Read more: https://www.theguardian.com/fashion/2016/aug/02/gwyneth-paltrow-forefront-pop-culture-goop-celebrity-lifestyle-website

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