On Friday, the goop Instagram account posted the following photo about Gwyneth Paltrow’s outfit, retailing for about US$1000 with the caption: 

“Most days you’ll find GP wearing G.Label with a pair of sneakers—which is one reason we make it an annual tradition to put together a fresh sneaker guide each year. Get ready to cover some serious ground (run, don’t walk).”



The worldwide headline, as I’m sure you know, on Friday was about coronavirus and containing the spread of the virus. So G and goop were trashed in the comments, to the point where they eventually deleted the post. So, no, the timing wasn’t great. And it’s not like, you know, G’s reputation is great for sensitivity. Critics of G and goop for years have talked about her privilege and her responsibility, or lack of responsibility in the messages she supports, in the proliferation of shady “science”, and given that actual, established science is what we need more than ever right now, putting up a post like that during a legitimate pandemic is … well… on brand, you might say, and also bad brand management. Not a very good example of showing your work. 

Say something positive? OK, on the plus side, so far, goop isn’t out here goop-ish making claims about Covid-19 and how to avoid it, like they know any better than the experts. There are balms and toners and sprays and shakes and crystals being promoted to fight infection. In fact, some of their stores have closed: 


A post shared by goop (@goop) on

And their latest post, after deleting the one about G and her outfit, that went up just over an hour ago, is about working from home and tips for being productive, which is a much better strategy: 


A post shared by goop (@goop) on

That said, if by the end of the week, we get another update about what to wear when you make your “Coronavirus Comeback!” or how to “Get that post-Covid-19 Glow!”, that wouldn’t surprise me either. 

Here’s G with Brad Falchuk out for a walk yesterday in Brentwood.