The launch of Gwyneth Paltrow’s collaboration with Proenza Schouler for G. Sport — Goop’s athletic line — may have been held off “if it was another category,” said Shaun Kearney, Goop’s general manager of fashion and home. “We discussed holding the collection.”
With the current climate, many brands are postponing launches and rethinking marketing strategies. As the world turns to life’s bare essentials, retail (particularly the extravagance of luxury) has taken a back seat and been impacted by store closures and a variety of cancellations.
It’s activewear’s connection to wellness and “the Goop community looking to stay healthy” that made this release “a right fit,” Kearney continued. As nearly 40 million California residents alone were ordered to “stay at home” until further notice by Gov. Gavin Newsom on Thursday and other states are likely to follow to help manage the outbreak, wellness — from the mental to physical — has been a rising focus.
G. Sport x Proenza Schouler
Courtesy
“We’ve been seeing an uptake in loungewear and ath-leisure,” Kearney said. (At-home workouts have been trending online, as fitness studios continue to turn to streaming.) While nonessential businesses in California and New York have been ordered to shut down, Goop’s warehouse has not yet been
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