Gwyneth Paltrow takes the plunge in a very low-cut dress for launch of It's All Good

Labels dress Gwyneth launch lowcut Paltrow plunge takes

By Debbie Emery

PUBLISHED: 20:43 GMT, 25 August 2013 | UPDATED: 20:43 GMT, 25 August 2013

She was promoting her new book, but all eyes were no doubt on Gwyneth Paltrow's prominent cleavage on Saturday.

The normally conservatively dressed star wore a deep V-necked dress for her book launch in East Hampton, New York, that displayed ample flesh from both the front and the sides.

The 40-year-old fitness fanatic easily has the figure for such a daring cut, which revealed her toned torso and protruding ribs in the extreme silhouette.

Daring: Gwyneth Paltrow wore a plunging neckline for a book signing in East Hampton, New York on Saturday

The Emma actress abandoned her recent prim and proper fashion for a bohemian-style black and white dress that hung loosely around her breasts.

Clearly not wearing a bra underneath, Paltrow didn't seem to mind that she was putting on a show in the swanky New York state small town.

She certainly wasn't getting any complaints from her young male assistant, who beamed as he walked beside her carrying a paper bag of books.

Flashing flesh: Gwyneth's assistant seemed more than happy to help carry her books for her after the launch

Side shot: The 40-year-old Oscar winner clearly wasn't wearing a bra in her bohemian style dress

Captivated: Gwyneth's assistant naturally couldn't keep his eyes off her side cleavage as they walked through the posh town

The unlikely pair were promoting the mother-of-two's recipe collection, It's All Good, at local shop, Hampton Books, in the latest stop of her whirlwind literary tour.

While he was not photographed, Gwyneth's Coldplay frontman husband, Chris Martin, was reportedly also at the book launch - but it was her young assistant who carried her load afterwards.

Paltrow's book promises to help readers 'look good and feel great' if they follow her healthy and nutritious recipes.

Helping hand: Husband Chris Martin reportedly did attend the event, but it was her assistant he aided the acress

Hippie in the Hamptons: Gwyneth's long flowing hair and low sandals completed her casual summer look

Literary launch: The pair were armed with copies of her cookbook, It's All Good, as they left the Book Hampton shop

'Last spring, after a particularly grueling schedule and lapse of overindulgence, Gwyneth Paltrow was feeling fatigued and faint. A visit to her doctor revealed that she was anemic, vitamin D deficient, and that her stress levels were sky high,' explained the description on Amazon.com.

'He prescribed an elimination diet to clear out her system and help her body heal. But this meant no coffee, no alcohol, no dairy, no eggs, no sugar, no shellfish, no deep-water fish, no wheat, no meat, no soy, nothing processed at all!'

On Friday, the Shakespeare In Love actress was joined by best friend Stella McCartney as the pair celebrated Gwyneth's other pet project, her website, Goop, in nearby Amagansett.

Looking closer than sisters, the pals posed with their heads together on the lawn of the beautiful rural location as the site announced that Stella McCartney designs will be launching on Goop in September.

Sisterhood: Gwyneth and close friend Stella McCartney hosted a garden party to celebrate their Goop collaboration in Amagansett, New York, on Friday

Wearing a white shift dress with two black embroidered hearts on the front and her hands tucked tidily in the pockets, Gwyneth smiled sweetly as she touched heads with Stella.

Meanwhile, the 41-year-old fashion designer wore a high-necked, long sleeved top and cut-off denim shorts.

Careful not to get stuck in the grass, both women wore low-heeled sandals as they stood on the lush green lawn.

Jump for joy: Stella tweeted a photo of Gwyneth in one of her bikinis last week, saying: 'Sexy lady in Stella swimwear! Summer never stop! x'

The longtime friends, who both spend much of their time living in London with their families, always support each other's professional projects.

On August 14, Paul McCartney's daughter posted a photo on the well-toned Oscar winner on Instagram page which shows Gwyneth full of Glee and leaping through the air.

'Sexy lady in Stella swimwear! Summer never stop! x Stella.'

Clean living: Gwyneth has long been famous for her dedication to healthy diets

Famous for her dedicated and often extreme diets, the Iron Man star reportedly restricted herself to steamed vegetables when dining out with her husband and their children, Apple, eight, and Moses, six, in New York at trendy Italian Serafina East Hampton on August 20.

A source told Us Weekly that the group ordered a carb-filled feast, but that the Oscar winner didn't indulge in any of it.

'Gwyneth didn't touch the carbs,' the source notes. 'She only ate the steamed vegetables. So everyone else had a pizza and pasta feast while she ate her vegetables and drank sparkling water.'

Stylish friend: The 41-year-old designer (seen here in Berlin in July) creates some of Gwyneth's favourite fashions

Having launched in 2008, Gwyneth started Goop to 'share all of life's positives.'

'From creating a delicious recipe to finding a perfect dress for spring, Gwyneth began curating the best of lifestyle to help her readers save time, simplify and feel inspired,' reads the website's official description.

'Determined to publish a genuine and resourceful issue each week, for many, goop has become their most trusted girlfriend on the web.'

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