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The Week in Shopping: Inside Gwyneth’s Paltrowpalooza

In many ways, Paltrow’s appearance at her Marin Country Mart trunk show fulfilled the ideal of what Goop has always promised: the experience of shopping Paltrow’s own home. But the brand has fallen a long way from the days when it dominated the cultural conversation.

gwyneth paltrow Goop Marin country mart
The one-day Paltrowpalooza yielded four times the shop’s average weekday sales, with the Gwyn ready-to-wear collection accounting for 60 percent of those receipts, according to a source with knowledge of the situation. Photo: Courtesy of William Mackie
Sarah Shapiro
November 7, 2025

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On Wednesday, Gwyneth Paltrow boarded a Southwest Airlines plane in Santa Barbara to fly about an hour north, where she’d be hosting a Goop trunk show at the Marin Country Mart in Larkspur. She doesn’t usually fly Southwest—in fact, this was her first time—but her initial flight had been canceled, and it was important she be on time for the trunk show where she’d be featuring her new, higher-end clothing line, Gwyn, which she debuted during New York Fashion Week. Naturally, she was wearing the merchandise—specifically the Eden shirt, which sales associates made a point of highlighting throughout the event.