Gwyneth Paltrow Gets into the Activewear Business

Gwyneth Paltrow Yoga Pant Ad - P 2012

Gwyneth Paltrow Yoga Pant Ad - P 2012

The fashionable actress and workout queen launches a collaboration with Beyond Yoga's Jodi Guber.

On her very popular website goop (it's spelled with a lowercase "g"), Gwyneth Paltrow publishes recipes, interviews and points out clothes she loves. Now the famed yoga enthusiast is branding some of her own apparel through a collaboration with Beyond Yoga to create two pieces now being sold exclusively on goop.

Beyond Yoga is one of the original lines of yoga-inspired "activewear" created by Jodi Guber, who is the daughter of Hollywood royalty: her father is super-producer Peter Guber and her mother Linda Guber was one of the first women in town to embrace yoga and start her own studio, importing great teachers into town. Jodi was working as a fashion publicist, then gave it up to become a yoga teacher - long before this was super- trendy. She started Beyond Yoga because there were no workout clothes geared toward stretching and doing yoga moves. The brand combines her interest in fashion with her passion for yoga.

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Now that yoga is so huge and women like to look good in class, yoga wear is hotter than ever. It seems Paltrow wanted a particular kind of one-shoulder stretch top to wear in class - but couldn't find one. That led the actress to recruit Guber to design two "Paltrow pieces": the perfect one-shoulder top, $75, made of a fabric called Supplex, that is easily washable and keeps its stretch; and a quilted side panel legging, $99, that's both durable and chic with a very long leg that can be tucked into boots and worn with high heels - or barefoot in your yoga class. Both pieces are perfect for daywear, and even for nightwear - the one-shoulder top would be flawless with a black pencil skirt or a flared skirt in red or black.

Obviously, they look really good on Paltrow -- and while there are only two Beyond Yoga-for-goop pieces now - both only in black - we wouldn't be surprised if there weren't more very soon.