Old Navy's exclusive back-to-school partnership with Gwyneth Paltrow's lifestyle website goop landed this week in the site's first-ever kid's-dedicated newsletter. Amid all of the excitement and buzz, the most excited party might very well be Paltrow's son — and Old Navy superfan — Moses.
Paltrow, who owns goop, reached out to Old Navy after Moses asked why he hadn't been featured on the site — he has become a huge Old Navy loyalist! What resulted was "In the Genes," an editorial spread featuring three mom bloggers and their adorable mini fashionistas in our upgraded denim, as well as an amazing endorsement of the brand's kids products from Paltrow herself.
Here's what she had to write about Old Navy:
My son Moses is the inspiration for the concept in this week's issue. He loves Old Navy. Specifically the bathing suits and shirts (he has a white polo shirt with a "tie" on it he wears all the time). He wanders into the office and asks with regularity if we are selling Old Navy in the goop shop yet. So we decided to do something different this week and challenge ourselves to do a tight edit of the brand for back-to-school shopping. We found some very cool things at an insane price point, proving that it really is about the high/low mix. (See rad overalls.)
Paltrow's love for the brand has already been picked up in the entertainment and fashion media, including Us Magazine, Racked, and Entertainment Tonight online. Check out some of the featured products below.