Gwyneth Paltrow Brings Back Her Most Iconic Looks — Including Her 1999 Oscars Gown — for Goop Holiday Ad

The wellness titan also paid homage her most memorable silver-screen outfits

<p>Frank Trapper/Corbis via Getty;Gotham/FilmMagic</p> Gwyneth Paltrow recreates her 1999 Oscars look for new Goop holiday ad

Frank Trapper/Corbis via Getty;Gotham/FilmMagic

Gwyneth Paltrow recreates her 1999 Oscars look for new Goop holiday ad

Gwyneth Paltrow just set the scene for the perfect Goop holiday get-together. Who is she inviting? Past versions of herself!

The wellness guru and Goop founder, 51, revisited her most iconic style moments in a new ad touting the brand’s holiday gift guides and it sees 2023 Gwyneth hosting a festive party for all the Gwyneths who came before her, including the one who won her first Academy Award.

To play the part, Paltrow decided to bring back the baby pink Ralph Lauren dress she wore to the 1999 Oscars, where she won best actress for her role in Shakespeare in Love.

In the spot, she rocks what looks like the original gown as well as dazzling jewelry and a slicked-back bun, just as she did over two decades ago.

Evan Agostini/Getty Images Gwyneth Paltrow at the 1999 Oscars wearing a Ralph Lauren gown
Evan Agostini/Getty Images Gwyneth Paltrow at the 1999 Oscars wearing a Ralph Lauren gown

Paltrow paid homage to her most notable onscreen costumes too, such as the fur coat, pinstripe collared shirt and red hair clip first worn by Margot in The Royal Tenenbaums and the minimalist attire and bangs attached to her Iron Man persona, Pepper Potts.

Plus, there are a few outfits in the mix hinting at Paltrow’s personal style, then and now.

Fans gushed over the clever video, with one Instagram user commenting, “This is the only time I’m not mad seeing a Christmas ad in November.”

Another viewer commended Goop’s selection of splurge-worthy items, which range from a $26 RÓEN eyeliner to a high-tech $455 Dr. Dennis Gross face mask. (The $165 Goop-exclusive golden Ladurée macarons also deserve a shoutout.)

Related: Gwyneth Paltrow on her 2023 CFDA Fashion Awards Honor: 'I Think I'm a Very Creative Person Innately'

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Paltrow founded Goop in 2008 as a lifestyle brand but the company has since evolved into a contemporary destination for wellness-focused products and a variety of beauty essentials. It also recently received the Innovation Award presented by Amazon Fashion at this year’s CFDA Awards.

In the beginning, she didn’t know where Goop’s future stood, telling PEOPLE in this week’s issue that “early one people thought we were nuts.” 

However, she trusted her entrepreneurial gut and forged ahead. “To me, it’s such a good lesson, just be who you are, stick to your guns, find your resilience, keep going and you can build a brand that's meaningful if you really mean it.”

Related: Gwyneth Paltrow's Lookalike Daughter Apple Martin Rewears Her Punk-Inspired 2002 Oscars Dress

<p>Dimitrios Kambouris/Getty</p> Gwyneth Paltrow at the 2023 CFDA Fashion Awards

Dimitrios Kambouris/Getty

Gwyneth Paltrow at the 2023 CFDA Fashion Awards

While some of Goop’s ideas have been out of the box — like that vagina candle that no one will ever stop talking about — Paltrow says she’s proud that her company always stayed true to what it believed in.

“I think we're really clear about our values and it's nice to see that they've resonated more and more over time,” she told PEOPLE.

Related: Gwyneth Paltrow Addresses Backlash She Faced When She Started Goop: ‘People Thought We Were Nuts’ (Exclusive)

And now, she and Goop are on a new journey with the launch of good.clean.goop, which brings goop skin care, body care and wellness products to Target and Amazon for under $40.

"The idea for good.clean.goop has been kicking around the goop headquarters for a decade,” Paltrow told PEOPLE. “We originally started with the Goop beauty line, and over time, we just felt more and more passionate about creating clean, efficacious products at a more accessible price and for a broader audience."

"They call it masstige in the industry," she added. "I love that word, between mass and prestige. We set out to create this, and it's been so much fun.”

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