What are the odds! Two of my dearest friends, Anna Wintour and Gwyneth Paltrow, are joining forces to make a Goop magazine. When I say “ dearest friends,” I mean “people whose lifestyles and psyches I took it upon myself to mimic for journalistic purposes.” Please see: I Lived Like Anna Wintour and I Tried Living Like Gwyneth Paltrow and Barely Lasted 3 Days for further proof of my uncanny personal connection to this situation. I texted them to see if they considered naming the new mag Gwynnie and Annie, but so far haven’t heard back.
The idea for Goop magazine germinated during a conversation between the two women, presumably after they finished comparing middle-hair parts. “I’ve known Gwyneth to have wonderful taste and vision,” Anna told WWD. “Goop and Condé Nast are natural partners and I’m excited she’s bringing her point of view to the company.”
Condé will co-produce a quarterly issue of the soon-to-be publication, the first of which will hit newsstands in September. Popular subjects currently covered Goop.com like health, fitness, cooking, style, interior design and travel will translate into the magazine’s headlining sections. Goop’s handle on the highly lucrative wellness market will presumably fill a hole left in the wake of Self’s closure at Conde last year. Anyone else curious what Anna thinks about jade vagina eggs?
When it was Gwynnie’s turn to compliment Annie, she told WWD, “Anna is a powerhouse, and one of the most admirable thought-leaders in media. 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.” The majority of content in each print issue will be original and produced by Goop, with an accompanying stream of co-produced, co-branded digital content distributed across Conde’s channels.
It’s not hard to identify the pros from each participant’s standpoint: Condé is getting an infusion of wellness content with the kind of free branding and promotion that only a celebrity of Gwyneth’s renown could generate; Goop is going from editorial startup to publishing big leagues and effectively piggybacking on the clout that only one of the biggest media companies in the world with more than 164 million global consumers could provide.
Framing Goop magazine as a partnership between Anna and Gwyneth — the “faces” of this new Condé brand — also makes a lot of sense. Both women have a powerful cache in the media, sparking equal parts controversy and respect over the course of their highly public career trajectories.
I just have one question: how many gluten-free muffin baskets did Gwyneth have to send before Anna forgave her for dissing the Met Gala in 2013?
Photos by Todd Williamson for Bleecker Street and Michael Stewart via Getty Images.