Gwyneth Paltrow may be phasing out Goop’s nine-year-old fashion line G. Label, but she has no intention of leaving the fashion game. On Sunday afternoon, in the middle of New York Fashion Week, she announced the launch of Gwyn, a new fashion line grounded in classic, wardrobe-building pieces, with a slightly more elevated sensibility than its predecessor. “We wanted to bring it more into the fashion conversation without being alienating or too avant garde. But a little more international, a little less California,” she said.

“We recently upgraded our whole site and did a big refresh, and I thought to myself, this is really the time to make the change,” Paltrow explained. She was wearing a simple, charcoal gray dress with a long wide-pleated skirt from the collection. “This part of the business is extremely personal to me. I spend the most creative time on this part of the business, and I wanted it to feel more reflective of that,” she went on. Hence the name. “And I love a four letter word,” she said, grinning.

The Goop founder, who recently sat front row at Michael Kors’s runway show, isn’t typically a New York Fashion Week fixture. Days before the weekend, rumors had begun swirling that something new was in the works. By Saturday, the newly-minted Gwyn had already amassed more than 70,000 Instagram followers with a placeholder logo as its only imagery.

For this new outing, Paltrow worked closely with creative director Sofía Menassé, formerly at Maison Margiela (and before that, The Row) who’s been with the Goop brand for a year now. Amongst the inaugural 36 styles, half of which will drop on September 21, with the remainder coming next month (same as with G. Label, Goop subscribers receive early access to every drop), expect thickly-knit sweaters in sumptuously soft woolens and cashmeres, knit polos, and several outerwear pieces, including a crisp navy peacoat. Everything is sourced and produced in Italy.