Anyone that knows anything about anything knows that Gwyneth Paltrow publishes a weekly newsletter called Goop which a lot of people love and a lot of other people love to mock.
I wish I could take this opportunity to trash-talk the good GP and claim not to understand the practically unparalleled appeal of Goop — because frankly, I think there has to be something toxic about Gwyneth, and the fervent adoration she inspires in so many people — but Goop is just So Good.
Have you looked at it lately? This lobster roll piece is, as the kids say, everything: the amateurish, off-the-cuff photos; the attainable yet aspirational, hip lobster roll at the center of it all; those photos of Gwyneth Paltrow making french fries, being so bronzed, so un-makeuped, smiling, wearing a bright-white bandeau bra; the polished, impeccable restaurant recommendations at the very end. Just kill me now / I want it all.
Gwyneth Paltrow has this magical sense of how to come across as someone very practically perfect and perfectly approachable, and that is — "no shit" — something that brands want to align themselves with. It doesn't hurt that she seriously delivers. Apparently, her recent partnership with J. Crew is responsible for eight percent of the traffic the preppy retailer's seeing on their site. That's huuuuge. If J. Crew knows that's good for them, they'll ride this wave and get into the lobster roll business.
J.Crew ad via WWD