Must Read: J.W. Anderson's Sneaky New Strategy, Meet Gwyneth Paltrow's Goop-Troop - Fashionista

Must Read: J.W. Anderson's Sneaky New Strategy, Meet Gwyneth Paltrow's Goop-Troop

Plus, why #skintertainment is having a moment.
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Gwyneth Paltrow

Gwyneth Paltrow laughing all the way to the bank. Photo: Mike Windle/Getty Images for Airbnb

These are the stories making headlines in fashion on Thursday.

J.W. Anderson gets sneaky with Converse 
J.W. Anderson is hopping on the sneaker collab bandwagon: Designer Jonathan Anderson will debut a long-term unisex collaboration with Converse's Chuck Taylors at Florence's Pitti Uomo showcase, landing in stores this fall — around the same time as his collection for Uniqlo. It's all part of Anderson's new strategy to expand his brand and name recognition by way of more accessible products and collaborations. {Business of Fashion}

When Gwyneth's 'Goopies' convene
The Times offers a fascinating glimpse into Gwyneth Paltrow's recent Goop wellness convention (ahem — pilgrimage), and the various jade egg-popping characters, or "Goopies," who attended it. The cost of each ticket? $500 to $1,500 a pop. {New York Times}

Unmasking the a-peel of #skintertainment 
The low-down on #skintertainment: It's fun, it's accessible, it's good for your face — and Instagrammers are obsessed with it. Meet the K-beauty addicts who are making cool face masks mainstream. {Glossy}

Nike Cortez gets the Olivia Kim touch
In celebration of the Nike Cortez's 45th birthday, the sportswear brand and Nordstom's VP of Creative Projects Olivia Kim have partnered up on a special-edition sneaker inspired by her favorite pair from the '70s. It'll be available at select Nordstrom locations and a one-day pop-up on the corner of La Cienega and Melrose Avenue in Los Angeles on June 17, and on Nike.com/nikeid June 19. {Fashionista Inbox}

Secrets of the pop-up biz
With the future of brick-and-mortar stores more uncertain than ever, pop-ups — both for testing out permanent locations and purely for raising brand awareness — are having a major moment. But there are more factors that go into producing a successful pop-up than meets the eye. Glossy investigates. {Glossy}

Intermix is offering shoppers a chance to have a dream summer in the Hamptons
Intermix wants its customers to live their best (and most Instagrammable) lives in the Hamptons this summer, and with the retailer’s new #WinTheHamptons activation, you just might get lucky. Shoppers who pop by the Southampton location have the opportunity to win a bevy of covetable prizes, including a weekday stay at The Surf Lodge, a round-trip helicopter flight from BLADE, giant pool floats, free classes at SoulCycle and more. Now get out there and perfect your blogger-approved bikini poses! {Fashionista Inbox}

Asos, H&M and Macy's are the fashion e-tailers with the most traffic
Internet marketing firm SEMrush just released a report ranking the top 25 global fashion e-tailers by traffic. Asos.com led the charge at number one, while hm.com and macys.com followed just behind, with zara.com coming in fourth place. Other significant findings from the study? Social media is a bigger traffic driver for fashion e-commerce sites than for other kinds of e-comm sites. {WWD}

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