Gwyneth the Writer

November 15, 2012 17:43:22 Posted at November 15, 2012 17:43:22
Lainey Posted by Lainey

Did she study under Dr James Franco?

Gwyneth Paltrow’s first ads for Max Factor were released this week. The campaign features “7 looks”, the first of which is “the writer”. Gwyneth, the writer, wears a blazer and jeans, with chains around her neck, and some great looking bangles, surrounded (hilariously) by stacks of paper. As she describes it:

“The writer persona is me going into town for a lunch or into London for a meeting or going to a friend's house for dinner. Or me when I'm most myself, doing something creative, having a look that says, confidence, creativity but still very much who I am.”

Oh, is that what writers do?

You mean they don’t live in stinky sweats, procrastinate by popping zits, and eat tuna right out of the can because there’s no food in the house?

Obviously not for a makeup campaign, no, but selling Gwyneth as a “writer” is an incredible stretch, even in an industry that fakes most of what it does. The idea, I suppose, comes from that cookbook, and fact G’s current multi-hyphenate branding - mom, actress, lifestyle guru, travel expert, foodie, whatever. Someone in a brainstorm meeting somewhere must have come up with the number 7. So everyone scrambled to find 7 identities because when they actually got down to work on it, they realised the most they could think of was 3.

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