Gwyneth Paltrow’s new ad campaign for Coach: lovely or down-market?


A few months ago, Dame Gwyneth Paltrow was named the new “brand ambassador” for Coach. Nevermind that Dame Goop doesn’t know the meaning of the word “coach” (she only takes first-class, so as not to mingle with the peasantry), and nevermind that in her Coach-announcement interview, Dame Goop made it sound like she was given a Coach purse when she was six years old, found it tacky and has never used the brand ever again. All of that doesn’t matter, because Dame Gwyneth is The Star! She’s got an ad campaign! Of course, she probably considers this whole endeavor terribly down-market.

As for the ads – I like the full-on face shot, but the profile shot gives me the impression that Gwyneth is looking down at all of the Manhattan peasants and she’s snorting with derision at their obvious poverty. Goop was photographed by Peter Lindbergh, and these ads are only going to appear in European and Asian markets, not American. Is that because in America, Goop’s endorsement of a product does nothing? Does she only help a brand overseas? Goop is like the anti-Blake Lively, I swear. Blake is an accessible Mall Girl who only has a fanbase in America, and she’s making the storied House of Chanel look budget and downmarket. Goop drips with elitism, is only popular outside of America, and is capable of making any moderately-priced product look like the next big (expensive) thing with one snort of derision. Blake and Goop totally need to trade places as far as their endorsement deals.

“The peasants still look so fat from up here. Snort.”


Ads courtesy of Vogue Taiwan.

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31 Responses to “Gwyneth Paltrow’s new ad campaign for Coach: lovely or down-market?”

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  1. brin says:

    LOL….I think you just answered that for us, Kasier!

  2. Pose83 says:

    That’s not how you hold a handbag. There seem to be an abundance of handles on that bag, why not use them?

  3. IceIce says:

    Is she still an actress? She is doing everything but acting recently.

  4. You don't say says:

    Will they use these stills of her in the Coach outlet stores? Funny that she is doing ads for something that I can actually afford. I heard these ads are not for the US, just international. American Company, but her ads are not in the US. But that is not that unusual, as many actors pick up extra cash by doing international ads.

  5. AngelMay says:

    Did she alwayys have that manly jaw? Looks like she had some sort of surgery on her jaw.

  6. Abby says:

    I like that these ads looks much more like actual photographs and not some overly photo shopped monstrosity. Lines on her face! Hair actually moving in the wind! Shocking!

  7. steffi says:

    I think she looks great!

  8. little girl lost says:

    dame goopy is undeniably a beautiful woman. it’s when she opens her damn mouth that all the ugly comes out.

  9. lucy2 says:

    I find her insufferable, but the top ad looks good.

  10. spinner says:

    Yeah…she really is a beauty. I like these pics. They show-case the bag nicely. Good marketing.

  11. Elizabeth says:

    I’m not terribly fond of her but I agree the ads are nice. She looks good.

  12. Hellen says:

    Full-face shot is gorgeous. Snorty profile…not so much.

    Of course, this entire thing requires such an immense suspension of disbelief (Goop? And COACH??!) that it’s all like a hallucination anyway.

  13. original kate says:

    the ads themselves are okay, except the hair across goop’s face in the top photo is making me nuts. in the bottom photos goop seems to be saying “uh-oh..i think my colon cleanse just kicked in, but i’m gonna hug my bag and let it rip!”

  14. Annaloo says:

    Bag is ugly– could use one or three less logos..

    Gwyneth .. gah. Who cares. Pfft.

  15. kazoo says:

    omg i want to brush her hair. the top part is way too messy.

    and usually coach bags are ugly to me but that one is not bad. probably because it doesn’t look like the letter C threw up all over it.

  16. Ruby7 says:

    Coach is defiantly low budget.

  17. Sassy says:

    I collect vintage Coach bags, the ones made with the original thick leather with no lining. That said, the Coach bags of today are a far cry from the craftsmanship of the past. The outlet bags are awful – they are not the same as regular retail Coach stores carry. So – if you want a garish bag, shop the outlets. If you want tasteful bags, shop the retail boutiques, and if you want vintage, after educating yourself, try ebay. I think Gwyneth is a good fit with the “everywoman” bag that is only a status symbol to a very few.

  18. Chloe says:

    I like her non-straight hair. I’d like it even more without the parting in the middle. Otherwise, yawn.

  19. Catherine says:

    I think she looks wonderful in these ads. Not sure what all the nasty comments are about.

  20. Turtle Dove says:

    @ Ruby7 – I second that. Coach is so generic and suburban mall.

  21. Melissa says:

    @ Catherine: Because most people on this site despise her. I adore the pompousness that is Gwyneth. :-)

  22. bugsy says:

    I think she’s gorgeous and she gets a hard rap on this site. Really, she hasn’t done a single thing wrong to anyone. And she is capable of acting well. I love some of her films, and I’m glad she’s working more again. That being said, these ads are quite boring. She’s no model. She’s pretty enough, but she has one look in stills. Its a good look, but a model changes things up.

  23. Aurelia says:

    Are these the finished shots or the rough ones?

  24. Stubbylove says:

    Goopy has always looked best in fall/winter clothing – the 1st pic is fabulous and a great look for Coach.

  25. Tara says:

    That bag is atrocious. And by bag, I do mean the handbag.

  26. Eryn says:

    To me, Coach seems to cater to upper and/or upper-middle class suburban women — Gwyneth seems like the perfect face of the brand. (I swear I don’t mean that derogatorily, just that it’s the vibe that I get.) She’s stylish and pretty, but not outrageously so. I actually love the ads.

  27. Kara Ann says:

    I like the ads. As for Gwyneth, I don’t appreciate her as a singer, a goop writer, or in interviews at all. Having said that, I do like her in movies. I hope she goes back to acting. Also, if she isn’t going to act then modelling seems like a good fit for her. This way, I don’t have to hear her!

  28. Coach has two different lines. One is aimed at Latin American and Asian tourists and the other at Americans, at least according to what one of the reps told me a couple yrs ago. The tacky Charo-esque stuff with multiple colors, metallics and CCCCC is…well, you guess. Oh, I like GP. I do

  29. Louise says:

    “Goop drips with elitism, is only popular outside of America”

    I’m sorry, what? I thought she was popular everywheeeere.

  30. Melancholy says:

    She’s looking like the poor man’s Emily Procter in these ads. They should have used Emily.

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