I know I should apologize for the terrible rhyming at the top of this post, but if there's ever a time to get punny, it's when we're talking about Lilly Pulitzer. One of the reasons I love the brand so much is because every pattern name is a pun, and it's all so clever!
Anyway, let's get right to it since I know you didn't come here for my dazzling sense of humor. Lilly Pulitzer has announced another collaboration just weeks after the Lilly Pulitzer x Swell launch (and only a few months after a fabulous partnership with Pottery Barn). Now, they're teaming up with wellness brand GOOP to bring even more crossover goodness to our shopping carts.
Uh ... what is GOOP?
Because I spend so much time online for Bustle, I assume everyone's heard of the brand, but many of my friends cringed at the name. Don't let it scare you off — GOOP is a lifestyle brand founded by Gwyneth Paltrow that pretty much revolutionized self-care as we know it. You can find pretty much anything on the site, from recipes to clothes from trendy brands. And the name all comes down to Paltrow's creativity, as she's previously said she "wanted it to be a word that means nothing and could mean anything."
What are prices like?
I definitely feel like the price points are a bit higher for this collection. GOOP's website only has five items, but the cheapest piece of clothing is a $168 shirt. Items range all the way up to $398, which is arguably expensive, even for Lilly Pulitzer. It's important to remember that Lilly's collaborative pieces often become collectibles, so there is a chance of resale down the road if you spot something you have to have.
Why should I care?
Good question. Some Lilly fans have already written the collaboration off — let's be real, Gwyneth Paltrow isn't' the first person who comes to mind when I think about wearing resort wear. But after working with Lilly earlier this year, I'm convinced the brand is committed to changing up the script and making Lilly accessible to everyone. (The one complaint I've seen is that the line only goes up to a size 12, which is a valid issue to raise — I'm a 12/14, and I'm not sure if I'd be able to fit any of these dresses.) UPDATE: A kind reader let me know that there are bigger sizes on Lilly Pulitzer's site! Still, Lilly is more than just the preppy brand you see in Florida beach towns — the company is becoming a major player in all segments of the fashion industry.