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As J. Crew preps for international expansion, the brand kicked off their largest multimedia campaign to date last month. It featured various "style influencers" from around the globe, in order "to tell [their] story louder," a rep told the New York Times. One way to turn the volume way up is to tap actress turned-unlikely-lifestyle-guru Gwyneth Paltrow. In her latest edition of her goop newsletter, Paltrow models a whopping eight head-to-toe J.Crew outfits, covering everything from "The Weekender" to "The Work Week" (for which she recommends, surprisingly, flats).
J.Crew rarely works with celebs, preferring in-house "it girls" like Jenna Lyons and Gayle Spannaus to trendy endorsements. But Gwyneth is hardly trendy (aside from the occasional hair style change-up, she's nailed the same classic-cool look for, what, decades now?). And as an American living in London, she might just be the perfect brand ambassador for J.Crew's British expansion. Goop's readers seem to think so, anyway: WWD quotes a J.Crew rep who tallies "eight percent of all our traffic since we launched with Gwyneth is being driven by Goop. That's amazing."
· Gwyneth Paltrow Touts J. Crew on Goop [WWD]
· Be Prepared To See Lots More J.Crew This Fall [Racked]
· All Goop Coverage [Racked]