French clothing company A.P.C. shows its flirty side in a new collaboration with lifestyle company Goop. The recently launched collection promotes the companies’ commitment to conscious consumption.
The collaboration was born after A.P.C. creative director and founder Jean Touitou met with Goop founder and CEO Gwyneth Paltrow last year at the lifestyle company’s Santa Monica headquarters. “After a conversation mostly based on news about friends we have in common, we talked about a small collection we could create together,” he said.
Known for its minimalistic, raw denim styles, Paris-based A.P.C. explored trend-driven silhouettes and details for the collaboration. Pieces like the Lucy jumpsuit with puff sleeves and the Margaret shirt distinguished with gathers at the wrists and shoulders bring a feminine look alongside staples like a pair of cropped culottes, wide-leg jeans, a jean jacket and striped nautical top.
Details like darts, slanted pockets and creased legs elevate the flowy denim garments made with 100 percent cotton or a mix of cotton and recycled cotton. Retail prices range from $165-$395.
Goop, which Paltrow founded in 2008 as a newsletter, has evolved into a full-fledged brand, event producer and docuseries on Netflix. And with 1.5 million Instagram followers, the lifestyle brand has become a popular collaborator with brands that also court wellness-minded millennial women. Stella McCartney, Christian Louboutin and CB2 feature among its roster of collaborators.
A.P.C. is not new to the collaboration game, either. The brand has previously launched collections with rapper Kid Cudi, stylist and art director Suzanne Koller, artist collective Braindead and workwear company Carhartt WIP.
