With Fashion Week in full swing (the parties are endless, the FROWs are pumping and the street style looks are being pinned like nobody's business), there's been so much news coming out of the fashion world, particularly around the topic of 'see now. buy now'. Its been on the tongues of the fash packs for several months, and the conversation doesn't seem to be dying down any time soon. Just today, Ralph Lauren announced that he too would be joining the movement, following in the footsteps of Tommy Hilfiger, Tom Ford, and Burberry among others. It's a much-debated topic, but it's also recently received the approval of Hollywood-actress-turned-lifestyle-guru Gwyneth Paltrow.
The Goop founder has just released her debut clothing collection for the company - it's been two years since the brand announced it would branch into the apparel sector - and with it, subtly announced her allegiance to the pro-immediacy camp. The items, which are all manufactured in Italy and range from Dhs716 - Dhs2,552, are to be released in dedicated capsule collections each month, and will be available for purchase as soon as they're live on the site.
"I think there's a huge white space in the market for luxurious ready-to-wear at a direct-to-consumer price. It was very important to me to make the clothes in the same way that all of my favourite designer clothing is made, which is in Italy, with beautifully loomed fabrics, incredible tailoring, and incredible attention to detail, but to be able to deliver those pieces at a third of the price," Gwyneth said of the manufacturing process, which she oversees.
The September Edition is currently up, and features four items that are essential for women on-the-go. "September, to me, connotes getting back to work, getting back to your life and buckling down," Gwyn said of the collection.
Jacket, Dhs2,552; pants, Dhs1,194; shirt, Dhs716; and bag, Dhs1,047, all Goop
Shop it now at Goop.com