It seems we’re not the only ones under J.Crew’s spell–Gwyneth Paltrow, the queen of understated sophistication, is also obsessed with the retailer’s quirky-cool mix of preppy staples.
And, luckily for Paltrow, the feeling is mutual. Because while J.Crew rarely ever partners with a celebrity, it’s made an exception for Gwynnie, collaborating with the mega star on an eight-look editorial, which was published on Goop Thursday. Or maybe it’s lucky for both parties because almost immediately, jcrew.com saw a jump in traffic.
“Eight percent of all our traffic since we launched with Gwyneth is being driven by Goop. That’s amazing,” a J.Crew spokeswoman told WWD on Friday. So basically, Gwyneth Paltrow did an ad campaign for J.Crew (for what appears to be) for free (though we’re sure she got some good clothes out of it).
“I have loved J.Crew ever since I bought my first grey, oversized rollneck sweater out of the catalog in 1992 (I wish I still had it),” Paltrow wrote. “Great clothes, great price point. This week, we choose our faves for fall from J.Crew.”
J.Crew president Jenna Lyons continued the love fest saying, “The team here has always been fans of Gwyneth’s personal style. She has a relaxed ease and a natural sexiness, goop is a frequent online stop for me…Cool style. Cool site.”
Is this the beginning of a beautiful friendship between Gwyneth and Jenna? Could they all get friendship bracelets with Gwynnie bestie (and J.Crew supporter) Beyonce?