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Draper James, Reese Witherspoon's new lifestyle site that celebrates all things Southern, is now open for business. The products swing heavily in the preppy, lacy, and generally super girly direction, and overall the price points seem to fall well beneath Blake Lively's Preserve and Gwyneth Paltrow's Goop e-commerce sites.
Plans for the site have been in the works for over a year, and Witherspoon's been making headlines with her project ever since she poached C. Wonder's former president to fill the CEO position. Witherspoon told WWD that 40% of Draper James's products are produced in the South, and she's planning to roll out five new collections each year. The sportswear runs from $50 to $400, jewelry is priced from $25 to $250, handbags and small leather goods will sell from $40 to $325, and home decor ranges from $14 to $400.
There's already a brick-and-mortar Draper James store in the works, too. It's a 3,000-square-foot space in Nashville that's designed to look like the actress's own home in the same town. "It will have all those touches of my Southern upbringing but also revealing what the South is today," Witherspoon told WWD. "Fashion can be this friendly experience. It can let you in. I wanted everybody to feel as though they belonged. There's already enough stuff in the world that makes you feel that you don't belong."
The Draper James site also features Southern city guides, tips for hosting parties, and cards inscribed with "Southernisms" like "Am I overdressed? Yes. Oh good." meant for sharing on social platforms.
"I hope y'all love Draper James just as much as I do," Witherspoon says in a video introducing the site. "You only get one life, so let's make it pretty. Please."