The MET Gala is on Monday. We’re writing through the night on Monday for full coverage on Tuesday. I’m excited. I love the MET Gala. And I think you love the MET Gala. I love bitching about the people who don’t understand the theme. I love bitching about the people who get the theme and deliver it all wrong. I love when that rare person actually understands the theme and interprets it perfectly.
The MET Gala, of course, as we know it now, is all about Anna Wintour. Anna is the ruling monarch of the MET Gala. She is also, obviously, the ruling monarch of American VOGUE and the artistic director of Conde Nast, its publisher. Conde Nast and Gwyneth Paltrow’s goop have just announced a joint venture – a quarterly magazine launching in September. According to WWD:
The New York-based magazine publisher will coproduce a quarterly special print issue of Goop that will hit newsstands in September. As part of the initial print rollout, Condé will work with Goop on digital and social content. According to Goop, the magazine (also dubbed Goop), will launch with a steady stream of coproduced, co-branded digital content that will be distributed across select Condé Nast titles’ web sites, goop.com and the brand’s social channels.
Goop said the majority of content in each print issue would be “original and produced by Goop, while the creative is an artistic collaboration between Goop and Condé Nast.” A spokeswoman clarified that the “artistic collaboration” includes some visuals and images from Condé.
Conceptualized as a collectible edition, the magazine is meant to translate the brand’s popular verticals into headlining sections. Some of those verticals include health and fitness, cooking and recipes, style and design and other lifestyle-centric subjects such as wellness and travel.
For this collaboration, all multiplatform content experiences will revolve around a wellness theme — central to both companies’ missions. Condé Nast has been hoping to capitalize on wellness and health following the closure of Self magazine last year. Although Self still has a digital presence, adding Goop could help it to shore up credibility in the health and wellness sphere, which is quite lucrative.
The partnership between the brand and the publisher was born out of a conversation between Goop founder and chief executive officer Paltrow and Anna Wintour, Condé Nast artistic director and editor in chief of Vogue.
“Anna is a powerhouse, and one of the most admirable thought-leaders in media,” Paltrow said. “Collaborating with her and Condé Nast on this multiplatform content partnership, anchored by Goop’s emergence into a physical entity, was an opportunity for us to push our boundaries visually and deliver Goop’s point of view to consumers in new, dynamic ways.”
Wintour added: “I’ve long known Gwyneth to have wonderful taste and vision — but with Goop she has built something remarkable, a thoroughly modern take on how we live today. Goop and Condé Nast are natural partners and I’m excited she’s bringing her point of view to the company. We all look forward to working with her and her team.”
What word did you pick out of all of that? It’s a word I wrote about in last Friday’s intro: WELLNESS. If this partnership was just about fashion and style? Anna Wintour and Conde Nast wouldn’t need GP and goop. But the focus of this partnership is wellness. And somehow – somehow! – Gwyneth Paltrow has become, or have positioned herself to become, such an “expert” on wellness (an increasingly lucrative INDUSTRY) that even Conde Nast and Anna Wintour have asked if they can share her space. So, by all means, laugh and mock and roll your eyes at Gwyneth, as you do, but understand too that this might not be a joke anymore. Gwyneth Paltrow, with her vaginal steams and labial eggs, and her line of vitamins, has gained power in an industry that tells people – specifically women – how to feel better, how to feel good. Other leaders are seeing Gwyneth as a leader in wellness. So this partnership with Conde Nast and Anna Wintour doesn’t just legitimise that idea, it normalises it.
As for the MET Gala, G hasn’t been to the MET Gala since 2013. Remember when she complained? When it was too hot and over-crowded and she sh-t on it afterwards, in public? I wonder, now that she and Anna are doing business together, whether or not we’ll see her on those steps on Monday.