The Gap is thrilled to announce an exciting collaboration with the Los Angeles-based fashion label Cult Gaia, unveiling a captivating 35-piece holiday collection designed for women and children, set to launch this Thursday. This partnership aims to blend Gap’s timeless essentials with the cutting-edge, sculptural designs that Cult Gaia is renowned for.
This collection stands out as it reimagines classic Gap pieces through a modern lens, influenced by the unique artistic style of Cult Gaia. The collaboration showcases a variety of statement items that not only reflect contemporary trends but also retain a sense of wearability that is quintessential for everyday use.
Cult Gaia, founded and led by Jasmin Larian Hekmat, is celebrated for its timeless heirloom pieces that combine artistry with everyday practicality. Each item is designed to be a functional work of art that can be cherished for years. The Gap x Cult Gaia collection includes chic outerwear and elegant mini slipdresses, adorned with modern elements like chain-link detailing and gold hardware, juxtaposed against classic silhouettes crafted from luxurious materials. Prices for this exclusive range vary, starting at $35 and reaching up to $498.
Among the standout pieces in this remarkable collection are a denim bustier priced at $88, coordinating leather pants and jacket both priced at $498, a stunning backless classic shirt available for $88, and a vegan fur coat retailing at $328. Additionally, Gap’s signature arch logo has been creatively adapted to read “Gaia,” which can be seen on a stylish baseball cap ($35) and a cropped logo sweatshirt ($78), beautifully representing the synergy of both brands.
Marie and Louise Thornfeldt, courtesy of Gap
Mark Breitbard, the president and chief executive officer of Gap, expressed, “The collection with Cult Gaia is a beautiful reimagining of Gap icons in collaboration with a partner who shares our enthusiastic commitment to product detail.” He emphasized that each piece in the collection was carefully crafted with a strong focus on fabric quality, hardware selection, and meticulous stitching, resulting in elevated designs and innovative fits that customers will treasure for a long time.
In a recent Zoom interview, Hekmat reflected on the collaboration, stating, “I love the idea of a juxtaposition when it comes to collaborations. We’ve been approached by several major brands, but none felt quite right until Gap. It’s such an iconic brand, and I grew up wearing Gap. It has touched many stages of my life.”
Hekmat also shared her excitement about the challenge of infusing Cult Gaia’s unique DNA into more casual, everyday pieces. “In our previous collections, we leaned heavily towards occasion-specific wear. Our customers have been asking for comfortable, wearable pieces that can seamlessly integrate into their daily wardrobes. This opportunity allowed me to explore Gap’s archives and find nostalgic elements that inspired our new creations.”
With a perfect blend of aesthetic and function, Hekmat explained her belief that great design arises from contrasting forces. The name “Gaia” represents the goddess of Mother Earth and the daughter of chaos, symbolizing the powerful fusion of opposing elements in design.
The collection resurrects amazing black leather pieces and introduces stunning designs such as architectural denim jackets and chic jersey styles. Among the standout items are eye-catching coats, including a luxurious double-faced faux fur that promises to be a customer favorite.
This collection caters not only to the brand’s core clientele but also reaches a broader audience through Gap’s extended sizing options of 00-16 for adults and 5-14 for kids. Hekmat shared her genuine excitement about appealing to the Gap customer base while emphasizing the line’s exclusive focus on apparel, intentionally omitting accessories.
Reflecting on her journey, Hekmat noted that her fashion career began in college when she created flower crowns for friends, which evolved into the iconic Ark bag—a must-have accessory among influencers. Cult Gaia has since expanded into various categories, including ready-to-wear, accessories, footwear, swimwear, and beauty, operating out of her hometown, Los Angeles, where it has seven stores, including locations in the U.S. and a pop-up in Saint-Tropez.
While designing the Gap x Cult Gaia collection, Hekmat utilized several key elements that define Cult Gaia, particularly its signature hardware and architectural shapes. “We combined this artistic flair with everyday Gap icons to create timeless pieces that boast remarkable quality at highly accessible price points, which is a crucial factor for today’s consumers,” she explained.
Marie and Louise Thornfeldt, courtesy of Gap
It is important to note that this exclusive partnership is available for only six weeks, meaning once the items are sold out, they will no longer be available. Hekmat shared her creative process, revealing that she made multiple trips to New York to explore Gap’s archives, conceptualizing the design plan and imagining the various looks and hardware details that would evoke the desired feeling for customers. “We aimed for ease, artistry, and architectural sensibility,” she shared, aiming to surprise customers with wearable art that features intricate details.
When asked which pieces she considers her favorites, Hekmat enthusiastically responded with a list that includes “the perfect denim, a Cult Gaia button-down, superb knit cardigans adorned with special hardware, stylish jersey dresses featuring signature Cult Gaia details like grommeted straps, fabulous Lurex knit gold sweatsuits with striking whip stitches, the iconic fleece shrunken sweater, and an exceptional pair of leather pants.”
The Gap x Cult Gaia collection is complemented by a visually striking ad campaign directed by sisters Louise and Maris Thornfeldt, showcasing the talents of model and actress Tina Kunakey, along with Kristina Byerley, Kelly Lim, Irene Law, and Christen Rhule. This campaign pays homage to the celebration of femininity and the modern goddess that Cult Gaia embodies. It will be prominently featured across social media and all Gap advertising platforms.
Collaborations like this have been pivotal in revitalizing the Gap brand. In the second quarter ending August 3, the Gap brand reported net sales of $766 million, reflecting a 1 percent increase compared to the previous year. Overall, Gap Inc. revealed net sales of $3.7 billion for the quarter, which is a 5 percent growth from the same period last year. Richard Dickson, CEO of Gap Inc., noted the company’s positive trajectory and acknowledged the strong consumer response to recent campaigns, including their latest fall “Get Loose” denim initiative and partnerships with labels like Dôen and Madhappy. He stated, “In general, we are making significant strides in revitalizing this iconic brand.”
The highly anticipated Gap x Cult Gaia collection will officially launch at noon ET this Thursday, available on gap.com and in select Gap stores. Additionally, Gap cardholders in the Los Angeles area are invited to participate in an exclusive early shopping event at Gap’s store located in L.A. at The Grove, featuring Hekmat herself on Thursday from 9 a.m. to 11 a.m. PT. Moreover, Gap cardholders will have the opportunity to access the collection early via the Gap mobile app on Wednesday at noon ET, prior to the official online drop.
When asked about her own fashion choices from the Gap x Cult Gaia collection, Hekmat humorously remarked, “I’m very pregnant, so we’ll figure it out.”
