Goop, Gwyneth Paltrow’s lifestyle site that wants us to drink raw goats’ milk, steam our nether regions and wear tiny gold butt necklaces, is expanding into the print world. The site, which has already birthed an In Goop Health wellness conference, a natural skin care line and a fashion label, will now produce a quarterly print magazine in partnership with Condé Nast.
Goop mag will fill the hole in Condé Nast’s wellness and health division left by Self magazine’s (physical) closing. According to Women’s Wear Daily, Goop, like the new Teen Vogue, is “conceptualized as a collectible.” Like Goop.com, the publication will feature seven sections — Shop, Go, Be, Do, See, Make and Get. The majority of its print content will be produced by Goop, but the creative will be “an artistic collaboration between Goop and Condé Nast.” The first issue is slated to hit newsstands this September.
The idea for Goop was reportedly born of a conversation between Gwyneth Paltrow and Anna Wintour. (We have so many questions. Is Anna Wintour a Goopette? Does she believe in the cleansing power of jade eggs?)
“Anna is a powerhouse, and one of the most admirable thought-leaders in media,” said Paltrow of the enterprise. “Collaborating with her and Condé Nast on this multiplatform content partnership, anchored by Goop’s emergence into a physical entity, was an opportunity for us to push our boundaries visually and deliver Goop’s point of view to consumers in new, dynamic ways.”
Wintour noted that Goop and Condé’s target demographic — “wellthy,” tasteful individuals — is one and the same. “I’ve long known Gwyneth to have wonderful taste and vision — but with Goop she has built something remarkable, a thoroughly modern take on how we live today. Goop and Condé Nast are natural partners and I’m excited she’s bringing her point of view to the company. We all look forward to working with her and her team.”
Boy, are we glad those rumors of Gwyneth quitting Goop turned out to be total B.S.
[ via WWD ]