The Gap is partnering with Los Angeles-based Cult Gaia to launch a 35-piece women’s and kids’ holiday collection on Thursday.
The collaboration focuses on a range of statement pieces that combine Gap essentials with Cult Gaia’s modern sculptural influences.
Known as heirlooms designed to last a lifetime, Cult Gaia styles are designed to be works of art that are functional enough for everyday wear. Jasmine Larian Hekmat is the brand’s founder and CEO.
The Gap x Cult Gaia collection features looks such as sophisticated outerwear and mini slip dresses. The classic design is crafted from luxurious fabrics with modern twists like chain link detailing and gold hardware. Prices range from $35 to $498. Featured items include a denim bustier ($88), a coordinating leather pants ($498) and jacket ($498), a backless classic shirt ($88), and a vegan fur coat ($328). Gap echoes both brands, with “Gaia” written in its signature arch logo typeface, featured on a baseball cap ($35) and a cropped logo sweatshirt ($78) .
“This collection with Cult Gaia is a beautiful reimagining of a Gap icon with a partner who shares our attention to detail in our products,” said Mark Breitbard, President and CEO of Gap. “Every piece is created with purpose, with a focus on manufacturing, hardware, and stitching. We deliver sophisticated designs and fresh fits that our customers will cherish forever.” I will.”
In a Zoom interview, Hekmat said: I’ve been approached by all sorts of big companies to collaborate, but it just didn’t feel right for me. For Gap, it’s a very iconic brand. I grew up wearing Gap. It affected many stages of my life.
“I’m a big fan of that quality, too. I thought it would be a surprising contrast to who we are as Cult Gaia, and I love a good challenge.” I loved seeing that look of surprise in someone’s eyes when I said that. When you look at this collection, you will immediately understand how much sense that makes,” Hekmat said.
Calling this collection “everyday wear,” she says, “For the past few (Cult Gaia) collections, we’ve focused more on the occasion. We’ve been hearing from everyone about clothes that can really be worn every day and are super comfortable.” We were very excited to add Cult Gaia’s DNA to these classics. We had a field day with their archives and it was a lot of fun. I have a collection of little kid-sized jean jackets, and I made some really cool architectural denim shrink jackets. We used a lot of hardware.
Hekmat said the brand’s name, Gaia, represents the goddess of Mother Earth and the daughter of Chaos. “For me, the best design comes from the union of two opposing forces,” she said.
For the capsule, they brought back “amazing” burgundy leather. “Some of my favorite pieces are denim and leather, and there are some really good jersey styles. The coats are a mess. The double-sided faux fur is really nice. I think those will be the first to go.” she said.
He said the line is aimed at “our core customers, plus, plus, plus.” Gap’s advantage is that it’s also expanding its size range, she added. “I’m really excited to be able to leverage Gap’s customers as well,” she said. All items are apparel, so there are no accessories. Sizes are 00-16 for adults and 5-14 for children.
When Hekmat was a student at New York State Fashion Institute of Technology, she started making goddess-inspired flower crowns for friends as a hobby. These flower crowns have been transformed into the Ark Bag, an airy, half-moon-shaped bamboo handbag that has become a must-have among Instagram influencers. From its headquarters in Los Angeles, where she grew up, Hekmat has expanded her handbag brand to include ready-to-wear, accessories, shoes, swim, and most recently, beauty. Cult Gaia has seven stores, five of which are in the U.S.: a pop-up store in Saint-Tropez and a permanent store in Sanvers.
When designing Gap x Cult Gaia clothing, they used many Cult Gaia elements, especially hardware and architectural and sculptural designs. “We combine that artistic sensibility with everyday Gap icons. These are truly timeless pieces, with great quality at incredibly affordable prices. “People are price sensitive and this is a really great opportunity for people to get a great quality piece with Cult Gaia’s reputation at a very affordable price,” she said.
The contract is limited to six weeks and ends once the items are sold out.
Hekmat said he traveled to New York several times, researched archives, worked out design plans in his head and came up with different looks and parts for the hardware. She said she has developed the feeling she wants her customers to feel when they wear her products. “It was this ease, this artistic, architectural sensibility,” she said. Ultimately, she wanted her customers to say, “I never thought I could wear everyday clothing with such art and detail.” She collaborated with Gap along with the design team in LA and said, “It was a great collaboration. It felt like going to school.” She said they had been working on the collaboration for about a year.
When asked what her favorite item is, she replied: “Flawless denim, Cult Gaia button-down, amazing knit cardigan with specific hardware, jersey dress with Cult Gaia details like hardware straps with grommets, amazing lurex knit gold sweatsuit” Beautiful whipstitching, It has the iconic fleece shrink sweater, and the best leather pants. ”
The Gap x Cult Gaia collection is accompanied by an advertising campaign shot and directed by sisters Louise and Maris Thornfeldt. Starring model and actress Tina Kunakee, Christina Byerly, Kelly Lim, Eileen Lo, and Kristen Ruhl. This campaign is an homage to the beauty of femininity and the modern day goddess for whom Cult Gaia is named. The campaign will be featured on social media and all Gap advertising platforms.
The collaboration is one of several initiatives that have helped revitalize Gap. The Gap brand’s net sales for the second quarter ended Aug. 3 were $766 million, up 1% from a year ago, according to the report. (Overall, Gap Inc.’s net sales for the quarter were $3.7 billion, up 5% from a year earlier.) “We’re very excited about the progress we’re making (at Gap),” said Gap CEO Richard.・Mr. Dixon said. Inc. discusses quarterly results. He said the Gap brand has seen a strong response to its recent spring “Linen Moves” campaign, this fall’s denim-focused “Get Loose” campaign that capitalizes on baggy and oversized trends, and its collaborations with brands Dôen and Madhappy. He said he is accumulating. “In general, we are making a lot of progress toward revitalizing this iconic brand,” Dixon said.
The Gap x Cult Gaia collection will be available on Thursday at noon ET on gap.com and select Gap stores. Gap cardholders in the Los Angeles area are invited to an exclusive early shopping event with Hekmat at Gap’s LA The Grove store on Thursday from 9 a.m. to 11 a.m. Pacific Time. Gap cardholders will have the opportunity to shop exclusively on Gap’s mobile app on Wednesday at noon ET before online sales begin.
When asked what she was looking forward to wearing from the Gap x Cult Gaia collection, Hekmat replied: “I’m very pregnant so I’ll think about that later.”