The Gap is partnering with Los Angeles-based Cult Gaia for a 35-piece women’s and kids’ holiday collection that launches Thursday.
The collaboration highlights a range of statement pieces that combine Gap’s essentials with Cult Gaia’s modern, sculptural influence.
Known for its heirloom pieces designed to last a lifetime, Cult Gaia styles are designed to be works of art that are functional enough for everyday wear. Jasmin Larian Hekmat is founder and chief executive officer of the brand.
The Gap x Cult Gaia collection features looks such as sleek outerwear and mini slipdresses. There are modern twists such as chain-link detailing and gold hardware to classic designs made using luxurious fabrics. Prices range from $35 to $498. Standout pieces include the denim bustier ($88), coordinating leather pants ($498) and jacket ($498), backless classic shirt ($88), and a vegan fur coat ($328), among other items. Gap lends its signature arch logo typeface to read “Gaia,” which is emblazoned across a baseball cap ($35) and cropped logo sweatshirt ($78), reflecting both brands.
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“This collection with Cult Gaia is a beautiful reimagining of Gap icons with a partner who shares our obsession to product detail,” said Mark Breitbard, president and chief executive officer of Gap. “Every piece was created with intention, with a focus on fabrications, hardware, and stitching. We are delivering elevated designs and fresh fits that our customers can cherish forever.”
In a Zoom interview, Hekmat said, “I love the idea of a juxtaposition when it comes to collaborations. We’ve been reached out to by all the big companies to do collaborations, and it never seemed right for me. For Gap, it’s such an iconic brand. I grew up wearing the Gap. It’s touched so many stages of my life.
“I’m such a huge fan of the quality as well. I thought it would be an amazing contrast to who we are as Cult Gaia, and I love a good challenge. When I said, ‘Cult Gaia and Gap,’ I loved when I saw that look of wonder in someone’s eyes. When you see the collection, you will understand immediately how much sense it makes,” said Hekmat.
Calling the collection “everyday wear,” she said, “In the past few [Cult Gaia] collections, we’ve been a lot more occasion-focused. Everyone has been asking us to bring them pieces they can really wear every single day and are very comfortable. I was super excited to add the Cult Gaia DNA to these classics. I had a field day in their archive, it was super fun. I saw pieces that were super nostalgic to me as a child. I collect little kids-sized jeans jackets. We did this really cool architectural denim shrunken jacket. We used a lot of the hardware from Cult Gaia on these more everyday pieces.”
Hekmat said that her brand’s name, Gaia, stands for the goddess of mother earth and the daughter of chaos. “For me, the best design comes from two opposing forces coming together,” she said.
For the capsule, they brought back “amazing” burgundy leather. “Some of my favorite pieces are the denim and the leather, and there are a few jersey styles that are really good. The coats are insane. There’s a double-faced faux fur that’s just wildly good. I think those will be the first to go,” she said.
She said the line is geared “to our core customer, plus, plus, plus.” The beauty of Gap is that they have extended sizing as well, she added. “I’m really excited to tap the Gap customer as well,” she said. It’s all apparel, no accessories. Sizes range from 00-16 for adult and 5-14 for kids.
When Hekmat was a student at the Fashion Institute of Technology in New York, she started making goddess-inspired flower crowns for friends as a hobby. Those flower crowns morphed into the Ark bag, an airy half-moon-shaped bamboo handbag that grew to become a must-have among Instagram influencers. Hekmat expanded the handbag brand into ready-to-wear, accessories, footwear, swim and most recently, beauty from her headquarters in Los Angeles where she grew up. Cult Gaia has seven stores — five in the U.S. and a pop-up in Saint-Tropez and a permanent store in St. Barths.
In designing the Gap x Cult Gaia clothes, they used a lot of the elements from Cult Gaia, especially the hardware and the architectural and sculptural designs. “We mix that artistic sensibility with the everyday Gap icons. They’re really timeless pieces with amazing quality at incredibly attainable prices, which is the best part of this. People are price sensitive, and this is a really great opportunity for people to get a great quality piece with the Cult Gaia cachet at a really great price,” she said.
The deal is for six weeks only, and once it sells out, it’s done, she said.
Hekmat said she traveled to New York a few times, went into their archives and came up with the design plan in her head and the different looks and pieces of hardware. She said they developed the feeling they wanted the customer to have when she wore the pieces. “It was this ease, artistic and architectural sensibility,” she said. Ultimately she wanted the customer to say, “I didn’t know I could wear everyday clothing that was artful like this and has details.” She said she and her design team in L.A. worked with Gap and “it was an amazing collaboration, it was like going to school.” She said they have been working on the collaboration for about a year.
Asked what she considers her favorite pieces, she replied, “The perfect denim, a Cult Gaia button-down, great knit cardigans with specific hardware, jersey dresses with Cult Gaia details like our hardware straps with grommets, amazing Lurex knit gold sweatsuits with a beautiful whip stitch, the iconic fleece shrunken sweater, and I have the best leather pant.”
The Gap x Cult Gaia collection is accompanied by an ad campaign shot and directed by sisters Louise and Maris Thornfeldt. It features model and actress Tina Kunakey, along with Kristina Byerley, Kelly Lim, Irene Law, and Christen Rhule. The campaign is a tribute to the beauty of womanhood and the modern goddess for which Cult Gaia is named. The campaign will appear on social media and all Gap advertising platforms.
Collaborations are one of several initiatives that have helped revitalize Gap. For the second quarter ended Aug. 3, Gap brand’s net sales of $766 million were up 1 percent compared to last year, as reported. [Overall, Gap Inc. had net sales of $3.7 billion for the quarter, up 5 percent compared to last year.] “[At Gap], we’re very excited about the progress,” said Richard Dickson, chief executive officer of Gap Inc., in discussing the quarterly performance. He said the Gap brand was building off strong reactions to the recent spring “Linen Moves” campaign, the current fall “Get Loose” denim-focused campaign capitalizing on baggy and oversize trends, and collaborations with the brands Dôen and Madhappy. “In general, we are making a lot of progress revitalizing this iconic brand,” Dickson said.
The Gap x Cult Gaia collection will be available starting Thursday at noon ET on gap.com and select Gap stores. Gap cardholders in the L.A. area will be invited for an exclusive early shopping event at Gap’s L.A. The Grove store with Hekmat on Thursday from 9 a.m. to 11 a.m., PT. Gap cardholders will have the opportunity to shop exclusively on Gap’s mobile app on Wednesday at noon ET, before the online drop.
Asked what she’s excited to wear from the Gap x Cult Gaia collection, Hekmat said, “I’m very pregnant, we’ll figure it out.”
