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Gwyneth Paltrow & TOUS ‘Tender Stories’ Campaign

Fashion Trends

Gwyneth Paltrow & TOUS ‘Tender Stories’ Campaign

Gwyneth Paltrow is a one woman mega brand whose empire has just gotten larger.  The GOOP founder lends her name to the new jewelry campaign by Spanish heritage brand TOUS.

TOUS is an affordable luxury jewelry line sold on 5 continents in over 500 cities including major metropolitan locations like New York, Warsaw, Tokyo, Barcelona and Paris.

Paltrow, an actress, mother, spokesperson and the CEO of GOOP astounds us with this new campaign given her recent work/life situation.  The new GOOP office is under construction—“it’s like a dust bowl,” Gwyneth Paltrow recently told Glamour magazine in the February 2016 issue— and she’s now helming her company from the kitchen island of her home.

So finding the time, between collaborations with Stella McCartney and Valentino, to fly to Spain and shoot a major campaign for TOUS‘ new ‘Tender Stories’ inspires us to consider what’s possible.

Gwyneth Paltrow on set of the TOUS campaign

TOUS selected Paltow, aside from the obvious reasons, to bring brand awareness to their seasonal jewelry line. TOUS’ CEO Rosa Oriol shared that Gwyneth was the perfect person for “the brand’s new campaign to raise awareness about the collection”.

For the campaign Paltrow plays the role of Alice, a woman who tries to connect to and feel the warmth and love of her partner despite the distance that separates them.


The new ‘Tender Stories Nº4’ campaign will include a series of fashion clips shot in a cinematic mood that conveys the intelligence and emotion of the story.




About The Author

Nichelle Cole is the founder & creative director of The Fashion Plate magazine. A respected writer, stylist and influencer, she has been published in fashion magazines around the world.

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