Gwyneth Paltrow in a jacket over her naked body starred in a new campaign

Gwyneth Paltrow became the face of her own clothing line, G. Label, and starred in the collection's advertising campaign. In one of the photos, the 51-year-old actress poses in a jacket without underwear. In the shot, Paltrow appeared with minimal makeup.

Gwyneth Paltrow launched the Goop brand, which includes the G. Label collection, back in 2008 as an email newsletter with her self-care tips. Then Goop began to engage in e-commerce, collaborate with fashion brands, open stores, host “wellness summits”, publish a print magazine and a podcast. In 2014, Goop came under fire for advertising products and treatments that were found to be harmful, some of which were based on pseudoscience.

California's Consumer Protection Agency sued Goop for false advertising, alleging that the company made false health claims about various products. The brand was able to settle out of court, but other class action lawsuits have been filed against Goop over unsafe products. This did not prevent the company from reaching a value of $250 million by the beginning of 2020.

In 2022, Gwyneth Paltrow introduced a scented candle called Hands Off My Vagina on her Goop website. It was released in support of women's reproductive rights and its release was timed to coincide with the 49th anniversary of the US Supreme Court decision in the Roe v. Wade case, thanks to which women received the constitutional right to terminate their pregnancies.