Martha Stewart has answered Gwyneth Paltrow‘s latest ad for Goop, one promoting the company’s annual luxury gift guide and name-checking the original lifestyle queen.
“I was surprised that I was part of her commercial and flattered that she wanted to take my call,” Stewart told Page Six. (vanity fair reached out to Goop camp to comment on the comment.)
Paltrow shared the tongue-in-cheek ad last Thursday before holiday week. It’s a guide to Goop’s guide, if you will, captured as a behind-the-scenes video. The actor-turned-entrepreneur reveals who gets what from the always interesting, sometimes controversial Christmas gift guide.
And Stewart isn’t the only star whose name made it into the spot. Drew Barrymore gets a vibrator while Bella Hadid gets some jamón. Paltrow’s ex-fiancée, Brad Pitt, gets one of their Goop-branded skincare products (he recently created his own skincare line, and Paltrow gave him a little advice before).
Cameron Diaz also appears in person. She enjoys cross promotion and promoting her Avaline wine.
At the end of the video, Paltrow answers the phone after getting into a car. The person on the other end of the line says, “Gwyneth, it’s Martha Stewart. It sounds urgent.”
“Guys, I gotta take this,” says Paltrow. Then she puts on red makeup and drives away.
It’s pointed, but not super sharp. Mostly it’s all very PG, all very goop fun.
The Stewart-Paltrow story has historically been categorized as a feud, although it’s not yet at the level that would be noticed, for example Ryan Murphy. It’s one that consists mostly of quotes provided by the lifestyle connoisseurs via the press because they’re quizzed about each other in interviews.
When Goop was in full swing in 2013, Stewart started it all by telling Bloomberg TV, “Gwyneth, for example, has a book that’s on the bestseller list. She must be doing something right. She is a charming, pretty person with a sense of lifestyle. She wants to become a lifestyle referee. Fine. Good. I think I started this whole lifestyle category.”
The next year, Stewart told Net-a-Porter: “[Paltrow] just have to be quiet. She’s a movie star. If she believed in her acting, she wouldn’t try to be Martha Stewart.”
At a panel several weeks later, Paltrow returned the quip, saying, “First of all, no one has ever said anything bad about me, so I’m shocked and devastated. I’ll try to recover.” And then she added, “If I’m really honest, I’m so excited that she sees us as competition. I’m so excited. I’m really.”
It’s kind of gone on since then. During an episode of 2019 Alex Rodriguez and the Barstool Sports podcast, the corp Stewart said: “I don’t follow Goop. Sometimes I look at products that she sells. I wish every young entrepreneur the best and hope that there are many, many, many different types of entrepreneurs – whether they are movie stars or hard working women like me who are not movie stars. If they have a good idea, I want them to succeed. So good luck, Gwyneth.”
https://www.vanityfair.com/style/2022/11/martha-stewart-gwyneth-paltrows-goop-gift-guide-video-shout-out Martha Stewart Responds to the Pointed Shout-Out in Gwyneth Paltrow’s Goop Gift Guide Video