Lilly Pulitzer & Goop Create the Perfect Summer Collaboration

The classic beach brand's partnership with Goop offers this season's must-have pieces.

Mira Fain and Gwyneth Paltrow

The bright, tropical prints of Lilly Pulitzer have been synonymous with resortwear since it launched in Palm Beach in 1959. Originally designed as a colorful way to hide stains from working at her orange juice shop, Pulitzer’s signature prints now stretch far beyond the initial simple shift dress. Lilly—as the company is affectionately known by its devotees—is now ubiquitous from coast to coast, and the cheeky prints don’t look out of place on a 2-year-old or her 72-year-old grandmother.

While the brand has collaborated with everyone from candy maker Sugarfina to Target, its latest capsule collection with Gwyneth Paltrow’s Goop seems almost tailor-made for breezy, sunny days out East. Paltrow worked closely with Lilly Pulitzer’s executive vice president of product design and development, Mira Fain, to create the custom-designed print dubbed Kiss Kiss: a swirling pink floral that is more subtle than many classic Lilly fabrics, but still imbued with the same sense of whimsy. The line features five products ranging from a silk crepe de chine maxi dress to a canvas beach tote, all emblazoned with the summery print.

Paltrow blouse, $168 (left) and Palm Beach silk maxi dress, $398

Paltrow, who grew up wearing Lilly pieces during her summer vacations in the Hamptons, also kept another 1960s icon in mind when designing her collection: photographer Slim Aarons. “I felt so inspired looking through Aarons’ photos of these glamorous, elegant women dressed in Lilly Pulitzer,” Paltrow says. “The opportunity to reinvent the aesthetic has been a lot of fun.” This collaboration actually marks the second time Paltrow has designed for the brand: In 2009, she created a limited-edition bathing suit that supported the Epidermolysis Bullosa Medical Research Foundation. Goop Sag Harbor pop-up, 4 Bay St., Sag Harbor, goop.com; lillypulitzer.com