Pret-a-Reporter

Gwyneth Paltrow Hosts Goop x Net-a-Porter Brunch in LA

Emma Feil
Alison Leohnis, left, and Gwyneth Paltrow

Two great things that go great together.

Green juice, crystal aura readings, facial massages and organic manicures all before noon? Must be a Goop event and must be L.A..

Online powerhouses Goop and Net-a-porter joined forces Thursday morning to host a brunch for L.A. friends and tastemakers at the Butcher’s Daughter in Venice. Just in time for Mother's Day, Net-a-porter has launched a Goop capsule on its site, including a cotton poplin minidress and the latest Goop Shiso fragrance.

Goop founder Gwyneth Paltrow was on hand to explain how much the partnership with the London-based online luxury stalwart means to her growing brand. “There's nothing like a woman like Alison validating what I do. I so appreciate that there has never been any inkling of a spirit of competition. There's room for everybody... To have the stamp of approval is incredible for us. We feel like the big girls today because we're on Net-a-porter,” she said.

Founded in 2000, Net-a-porter was a pioneer in the online space, but Paltrow isn’t doing too shabby herself. She started Goop in 2008 as a weekly online newsletter, and it has since grown into a lifestyle brand in its own right. And news broke Friday that she will be joining forces with Conde Nast to launch a quarterly Goop magazine.

Alison Loehnis, President of Net-a-porter, explained that her site has been working with Goop for 6 years now on various projects and activations across platforms, and felt it was time to launch products as well. "We were very early fans and had a sense there might be synergy between our brands," she said. "We don't see them as competing. All that Goop stands for in terms of happiness, well-being and empowerment resonates with the Net-a-porter brand."

The brunch drew a stylish crowd, including designer Rosetta Getty, undercover in a Jil Sander hat, Lisa Eisner, decked out in her own gold nugget jewelry, Brigette Romanek, wearing a decadent Gucci kimono, as well as Kelly Sawyer, Estee Stanley and designers Anine Bing and Lisa Marie Fernandez.

The event marked the first time that Goop and Net-a-porter have celebrated their partnership on the West Coast.

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