Gap and Cult Gaia? It’s the duo we didn’t know we needed until now. Gap, known for its strength and best-selling essentials, has teamed up with Los Angeles-based brand Cult Gaia to launch a 35-piece collection for women. Cult Gaia founder Jasmine Hekmat told Askew that finding common ground in purpose and wearability, the collection “represents a beautiful intersection of two worlds that most people think don’t mix.” Like many others, she said she grew up wearing the brand. “It’s been a staple of my wardrobe from childhood to adolescence. Having the opportunity to incorporate elements of Cult Gaia into those older pieces feels like a full circle.”
Cult Gaia’s pieces are works of art and practical enough for everyday wear, and Gap knows a thing or two about everyday attire. This collaboration brings Hekmat’s meticulous approach to a wider audience with its focus on production, hardware, tailoring and unique and functional pieces. All 35 items, ranging in price from $35 to $500, will be available on Thursday, October 10 at 12pm ET/9am PT on gap.com and in select Gap stores.
Both brands are iconic in their own right, so Hekmat wanted to bridge the gap between them by combining Cult Gaia’s signature clever designs with Gap’s classic, cool American aesthetic. “I wanted to create pieces that would appeal to a wide range of customers, offering new interpretations of familiar classic designs, but reimagined in a way that only Cult Gaia can offer,” Hekmat said. There is a chain detail that is very popular. The trench coat has been redesigned with cargo pockets, while the pants are crafted in the brand’s signature chocolate brown leather.
In this collaboration you’ll see another mix of both. Crisp white button-up tops with back cutouts; cropped cable-knit cardigans, draped shirts with sculptural hardware, mid-length denim with slits for a sexy vibe, and puffy faux fur coats for urban winter. Shot and directed by sisters Louise and Maria Thornfeld, the campaign features models and actors Tina Kuneke, Christina Byerley, Kelly Lim, Irene Law, and Kristen Rulli.
Next up is the collaborative editorial shop.
