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Gwyneth Paltrow's Goop Is (Finally!) Popping Up in NYC

Paltrow at the Valentino show at AltaRoma AltaModa Fashion Week in July
Paltrow at the Valentino show at AltaRoma AltaModa Fashion Week in July
Franco Origlia/Getty Images

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First Los Angeles, then Dallas, then Chicago. And now, finally (finally), us. Gwyneth Paltrow is bringing Goop to life in New York City beginning Monday, November 23rd, WWD reports. Dubbed the Goop Mrkt, it'll be open within the Time Warner Center through Christmas Eve.

Because nothing that Paltrow does isn't extremely calculated (see: conscious uncoupling), she explained to the paper that waiting to come to New York was very, very deliberate:

"One would think New York City would be the first location for a pop-up, and that is precisely why we waited ... What started as an experiment has become a viable business for us. We wanted to get the New York City location operating at another level, which it will be, from a design and merchandising standpoint."

Among the stock that'll range from high to low to supremely Goop-y — the cruelty-free Stella McCartney, organic makeup line Stella McCartney, Juice Beauty, Carbon38, Nili Lotan, Carven, and more — is an exclusive, 24-item capsule collaboration with Valentino that's called "Wonder Woman Valentino" (it won't launch in the brand's stores until April). It's the label's first collaboration with a celebrity.

"Our idea was to do something that can play with fashion and pieces that are a little punk and a little bit rock ‘n' roll in attitude," co-creative director Maria Grazia Chiuri said to WWD. "It helps women mix together things that can be fine and fun." With these two huge names behind the project, don't expect anything to be in the realm of affordable: a leather jacket will go for $6,950, while a long-sleeved tulle dress is $8,900.


A leather jacket from Valentino x Goop "Wonder Woman Valentino." Courtesy photo via WWD

"To me, it's a fantastic and resonant idea," Paltrow said to the New York Times about the collection, "because everybody is working, having kids, trying not to miss a soccer game while at the same time being on a conference call. The modern woman is a wonder woman." They also added that on the "lower end" of the pricing tier for the collab are "$275 leather bracelets [and] $1,075 white sneakers covered in gold stars."

A press release for the pop-up stated that the vibes inside, created in collaboration with Roman and Williams, will be "downtown, uptown with handmade custom furniture and accessories that create unexpected juxtapositions in a high-touch loft setting." And all those custom pieces from the likes of Best & Co., Argosy, de Gournay, and more will all be available to purchase, too.

Time Warner Center

10 Columbus Circle, New York, NY 10019