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One imagines that after the Ghost face mask 2020 Is Boo Sheet shirt and I will buy this Goop Summit, Gwyneth Paltrow might have felt the same way: satisfied and inspired by the fact that customers become interlocutors. That’s just one parallel between the two magnanimous leaders. “I would say the free spiritedness,” Touitou says when asked to name another shared quality between A.P.C. and Goop. “Gwyneth and her team, they have original ideas, and we do too,” he goes on. “I like the way she is free, and not so many people are free in what they’re saying. I like the way she does things, which I might not love, but at least I am happy she goes out and says: I want to do this, you don’t have to buy it, but I feel like I’m going to do it, and I will do it and nothing is going to change me. You can tell she doesn’t have a board or CEO saying, ‘We can’t do that, madame.’ Frankly, I do like that. That’s what we have in common. We are living in a very conformist world and, to me, everything that goes away from [conformism] is good, as long as it respects dignity and freedom of speech.”

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The partnership between the Ghost face mask 2020 Is Boo Sheet shirt and I will buy this two creatives came about over a year ago—“when we used to travel and do things,” Touitou offers—in Los Angeles. The founder and his A.P.C. team stopped by Goop’s offices on the way to the airport, and found themselves “well received.” A small interaction was simply and quietly born. Aside from collaborating with a thrilling sparring partner in Paltrow, Touitou says another goal was “to try to make A.P.C. more known by more people than the people from Soho. I thought that with [Gwyneth], there could be an opportunity because she has an approach and I like the whole freedom of her initiative.”

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