Gwyneth's Next Move: Fashion Collaborations

7:03 PM PDT 7/6/2012 by Maria Miracle

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Just off the success of "The Avengers," Gwyneth Paltrow has expanded her GOOP empire by offering fashion staples on her lifestyle site.

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Paltrow in Prada at the 2012 Costume Institute Gala

Gwyneth Paltrow’s next GOOP venture: fashion designer. The red carpet fixture is adding to her blog-like lifestyle site with the introduction of style items she's created in collaboration with two fashion companies, Kain Label and MiH jeans.

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The limited-edition items are a Kain Label for GOOP Tee, and MiH Jeans for GOOP Denim, both labels that Paltrow has worn in the past. The t-shirt is available for $90, and according to the website, is a modern take on the staple inspired by tuxedo tailoring. The $200 MiH denim, called The Marrakesh, is described as "the ultimate leg-lengthening jean," and flaunts "an unwashed pure denim…[that] will change naturally to become your own worn-in, faded favorite."

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GOOP curator Paltrow has received some sniping for high prices (such as on E! Online), although she seems to know what market she’s catering to. During an interview on The Chew earlier this year, the Academy award winner joked that if GOOP were to go by any other name, it’d be, "Spoiled-white-rich-girl-dot-com!"

GOOP offers recommendations on products, recipes, restaurants, hotels, clothing, and more under sections Make, Go, Get, Do, Be, and See. She also recently announced she would be extending her foray into cookbooks after defending her first one, 2011's My Father’s Daughter: Delicious, Easy Recipes Celebrating Family & Togetherness, against claims that she had used a ghostwriter. In fact, the latest issue on Goop features Paltrow’s cooking lesson with chef Keith Rhodes and recipes for Shrimp Ceviche and Tuna Tataki.

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Paltrow shows no signs of slowing, as the GOOP collaborations are to continue with the introduction of a new item (her goal as she's put it is to create the "perfect" product) becoming available on the site each week. The newly minted designer is also currently filming Iron Man 3 after wrapping up Thanks for Sharing, costarring Mark Ruffalo and Tim Robbins.