GWYNETH'S LATEST ACT

US ACTRESS UNVEILS NEW FASHION BRAND GWYN

- VANESSA FRIEDMAN / NYT

Earlier this month, as many of her peers were in Los Angeles preparing for the Emmy Awards, Gwyneth Paltrow was in New York introducing GWYN, the reincarnation of her Goop fashion collection G Label, to the world.

It was her first time at New York Fashion Week as a founder, not a front rower — and a signal that this time she was serious.

Generally, when celebrities start a fashion line and want to prove their design bona fides and win industry acceptance, they go one of two ways.

They can do an Olsen, which is to say hide in the background and try to downplay their presence, and thus their fame, as much as possible (which in an inverse way serves to emphasise it).

Or they can do a Beckham: humble themselves before the gatekeepers by getting up close and personal and explaining it all, as if they had been pinning fabric in the studio until late the night before.

Paltrow chose a third, more signature — even performative — way.