Everything Gwyneth Paltrow touches turns to Goop. The actress and lifestyle guru teamed up with Crate and Barrel’s millennial-focused brand CB2 for a chic yet accessible furniture and home line that features pieces ranging from $10 to $2,000. The collaboration launched August 30.
The CB2 website calls the 58-piece line, "a collection of uniquely layered furniture, decor, and accessories made with love and an almost obsessive attention to quality." It includes pieces like a curved pink velvet sofa, a table runner embroidered with delicate-looking flowers and birds, a three-piece geometric mirror set, a firewood tote, an indoor swing chair, and more—all in neutral and muted tones. The most expensive item in the line is a velvet sectional sofa at $5,796 that's inspired by Paltrow's own New York City apartment.
The furniture and home pieces are reminiscent of the comfortable and distinctly Californian vibe of Goop's Brentwood, California, retail space, which Paltrow designed with Roman and Williams's Robin Standefer. According to Fast Company, "Each piece from the collection is designed to communicate Paltrow’s own aesthetic, which can be surprising and hard to pin down. There are pieces that look like they were picked up from faraway travels, like the chinoiserie rug that could’ve been snagged at a Parisian flea market and a whimsical indoor chair that looks like it belongs in a tropical seaside villa."
CB2 President Ryan Turf told the publication that the collaboration appealed to CB2 for how it tapped into younger consumers drawn to "digitally native brands like Goop." Turf explained that with the partnership, CB2 will appear on Goop's website and social media channels, thus reaching even more millennial eyes.