The ideation and launch of Goop Swim came about by identifying a whitespace between Goop's growing wellness, travel and lifestyle verticals. The concept originated from deep insights into Goop's engaged travel and wellness audience, revealing demand for elevated, age appropriate and sustainably produced swimwear.

The line was created to blend functionality, flattering form, and understated luxury, translating the founder's 90's minimalist aesthetic into a versatile collection that resonated across both editorial and commercial channels.