Gwyneth Paltrow Is the Leader of the Prairie Dress Cult

It tracks that Gwyneth Paltrow (who has built the Goop business on “nourishing the inner aspect”) should be considered a figurehead for all those who have entered into the prairie dress sisterhood.

To step out in a prairie dress—with its shin-length skirt and “Kumbaya” puff sleeves—is to roll back the clock to a time when essential oils were still considered medicinal. It is a young maiden churning butter on an expansive meadow somewhere in 19th century Minnesota, and the uniform of those who yearn for her simple lifestyle: toting their belongings in a string tote, and uploading photos of farmers market tomatoes in an attempt to flush the nervous system of modern micro-plastics.

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