Gwyneth Paltrow gets a lot of sarcastic flak for her envy-inducing blog Goop, which began as a window into the celeb’s privileged life and evolved into a curated marketplace of her precious personal indulgences.
But love it or hate it, there’s no denying that Gwyneth has become a fashion, food and culture tastemaker whose seal of approval can mean big returns for the lucky brands that fall under her discerning gaze.
Goop delights in discovering new talent and sharing hard-to-find items — whether it’s clothing or recipes, detox diets or travel destinations — with upwardly mobile urbanites aiming to mimic Gwyneth’s micro-managed lifestyle and New Age values. If it’s chic, elegantly simple and not yet overexposed, then chances are you learned about it first on Goop.
The newest upstart to benefit from Gwyneth’s Midas touch is Negative, the nouveau minimalist underwear label from New York that only launched in March.
With its second collection just entering the market, Negative simultaneously collaborated with Goop on the white Albatross bra and brief set (above), available for $120.
It’s pretty and uncomplicated and serves to introduce Gwyneth’s tribe to the full White Out collection from Negative, which manages to make something as common as white undies seem fresh and contemporary.
Negative is a concept brand with a no-frills approach to premium, stylish lingerie. Its line is seamless, and tag-less and free of unnecessary hardware that pokes you and eventually clogs up your washer.
With the White Out collection, the design team of Lauren Schwab and Marissa Vosper bring new life to the idea of tighty whities. The colorless collection reinforces the brand’s values, but it’s anything but bland. There’s an appealing snakeskin print in the Boa range, a sleek white mesh set called Sieve (above) and a very cool perforated stretch lace range (shown in the main photo above) called Essaouaria. Goop also stocks the latter set, and it’s going to fly off the shelves.
Now six years old (and reportedly losing a lot of money), Goop hasn’t partnered with many lingerie brands since launching its shopping portal, which seems like a conspicuous omission and opportunity for Gwyneth. (She recently offered a monogrammed undies set from UK newcomer Cheek Frills and, in the early days of the Goop e-comm market, collaborated with New York’s Araks on a nice summer PJ set.)
Who will be the next deserving newcomer in the lingerie industry to earn GP’s blessing? Sign up for the Goop newsletter and wait to find out.
In the meantime, here’s a few more shots from Negative‘s sophomore White Out collection.