Gap and Cult Gaia collaborate on “Beautiful Reimagining” in the collection

The Gap is collaborating with Los Angeles-based Cult Gaia for a 35-piece holiday collection for women and children, releasing Thursday.

The collaboration highlights a series of statement pieces that combine the essence of Gap with the modern, sculptural influence of Cult Gaia.

Cult Gaia models are known for being heirloom pieces that last a lifetime. They are designed as works of art that are functional enough to be worn in everyday life. Jasmin Larian Hekmat is the founder and managing director of the brand.

The Gap x Cult Gaia collection includes looks like elegant outerwear and mini slip dresses. There are modern twists like chain link details and gold hardware to classic designs in luxurious fabrics. Prices range from $35 to $498. Standout pieces include the denim bustier ($88), matching leather pants ($498) and jacket ($498), backless classic shirt ($88), and vegan fur coat ($328). Gap borrows its signature arch logo font reading “Gaia,” emblazoned on a baseball cap ($35) and cropped logo sweatshirt ($78), reflecting both brands.

“This collection with Cult Gaia is a beautiful reimagining of Gap icons with a partner who shares our passion for product details,” said Mark Breitbard, president and CEO of Gap. “Each piece was designed with intention, with an emphasis on craftsmanship, hardware and stitching. We deliver high-quality designs and fresh fits that our customers will enjoy forever.”

In a Zoom interview, Hekmat said: “I love the idea of ​​juxtaposition when it comes to collaborations. All the big companies asked us to work together, but it never seemed like the right fit for me. It's such an iconic brand for Gap. I grew up with the gap. It touched so many phases of my life.

“I’m also a big fan of the quality. 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 seeing that look of wonder in someone's eyes. When you see the collection, you will immediately understand how meaningful it is,” said Hekmat.

She called the collection “everyday wear” and said: “In the last (Cult Gaia) collections we've focused a lot more on the occasion.” Everyone asked us to bring them pieces that they could really wear every day and that were very comfortable are. I was really excited to add the Cult Gaia DNA to these classics. I had a great day in their archive, it was a lot of fun. As a child I saw pieces that made me very nostalgic. I collect kid-sized denim jackets. We made this really cool architectural denim shrink jacket. For these more everyday pieces we used a lot of Cult Gaia hardware.”

Hekmat said her brand's name, Gaia, represents the goddess of Mother Earth and the daughter of chaos. “For me, the best design happens when two opposing forces come together,” she said.

For the capsule, they brought “amazing” burgundy leather. “Some of my favorite pieces are denim and leather, and there are a few jersey styles that are really good. The coats are amazing. There is a double sided faux fur that is just amazing. I think they will be the first to go,” she said.

She said the line is “focused on our core customer plus, plus, plus.” The nice thing about Gap is that they also have extended sizes, she added. “I’m really excited to get the Gap customer as well,” she said. This is only clothing, no accessories. Sizes range from 00 to 16 years for adults and 5 to 14 years for children.

When Hekmat was a student at the Fashion Institute of Technology in New York, she began making goddess-inspired flower crowns for friends as a hobby. Those floral crowns morphed into the Ark bag, an airy crescent-shaped bamboo handbag that became a must-have among Instagram influencers. Hekmat expanded the handbag brand from its headquarters in Los Angeles, where she grew up, to include ready-to-wear, accessories, shoes, swimwear and, most recently, beauty care. Cult Gaia has seven stores – five in the US and a pop-up in Saint-Tropez, as well as a permanent store in St. Barths.

When designing the Gap x Cult Gaia clothing, they used many elements of Cult Gaia, particularly the hardware and the architectural and sculptural designs. “We mix that artistic sensibility with the everyday Gap icons. They are truly timeless pieces of amazing quality at incredibly affordable prices, which is the best part. “People are price sensitive and this is a really great opportunity for people to get a quality piece with the Cult Gaia stamp of approval at a really great price,” she said.

The deal is only for six weeks, and once it sells out, it's done, she said.

Hekmat said she traveled to New York a few times, looked at the archives there and came up with the design plan and the different looks and hardware pieces in her head. She said they developed the feeling she wanted the customer to have when she wore the pieces. “It was this lightness, artistic and architectural sensibility,” she said. Ultimately, she wanted the customer to say, “I didn't know I could wear everyday clothing that was so artistic and had so much detail.” She said she and her design team in LA worked with Gap and “it was a great one.” Collaboration, it was like going to school.” She said they had been working on collaboration for about a year.

When asked what she thinks her favorite pieces are, she replied: “The perfect denim, a Cult Gaia button-down, great cardigans with special hardware, jersey dresses with Cult Gaia details like our metal eyelet straps, great gold lurex knit suits with…”Beautiful whip stitch, the iconic fleece shrink sweater and I have 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. It stars model and actress Tina Kunakey as well as Kristina Byerley, Kelly Lim, Irene Law and Christen Rhule. The campaign pays homage to the beauty of femininity and the modern goddess after whom Cult Gaia is named. The campaign will appear on social media and across all Gap advertising platforms.

Collaborations are one of several initiatives that have helped revitalize Gap. In the second quarter ended Aug. 3, Gap brand net sales of $766 million increased 1 percent year-over-year, as reported. (In total, Gap Inc. had net sales of $3.7 billion in the quarter, up 5 percent year-over-year.) “(At Gap) we are very pleased with the progress,” said Richard Dickson, CEO of Gap Inc., in discussing quarterly performance. He said the Gap brand is building on strong responses to the recent spring campaign “Linen Moves,” the current fall campaign “Get Loose,” which focuses on denim, embracing baggy and oversized trends, as well as collaborations with brands Dôen and Madhappy. “In general, we are making great progress in revitalizing this iconic brand,” Dickson said.

The Gap x Cult Gaia collection will be available on gap.com and select Gap stores beginning Thursday at 12 p.m. ET. Gap cardholders in the LA area are invited to an exclusive early shopping event at Gap's LA The Grove store with Hekmat on Thursday from 9:00 a.m. to 11:00 a.m. PT. Gap cardholders will have the opportunity to shop exclusively through the Gap mobile app ahead of the online sale on Wednesday at noon ET.

When asked what she would like to wear from the Gap x Cult Gaia collection, Hekmat said: “I'm very pregnant, we'll figure it out.”