Gap and Cult Gaia Trade Codes in New Collaboration
Gap and Cult Gaia trade codes in a new collection of women’s and kids’ apparel launching on Oct.10.
The 35-piece holiday collection features a range of statement pieces that infuse Gap’s basics with Cult Gaia’s modern, sculptural influences.
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“Reimagining Gap’s classic icons through Cult Gaia’s lens has been an amazing journey. The collaboration brought together Gap’s classics and everyday wearability with Cult Gaia’s sculptural and artistic approach, merging our two distinct creative forces,” said Jasmin Larian Hekmat, founder and designer of Cult Gaia. “Each piece in this collection is thoughtfully designed to inspire creativity, blending art and function in a way that feels unique and timeless.”
Spanning outerwear to mini slip dresses, the collection adds modern twists like chain-link detailing and gold hardware to classic designs. The denim range includes a bustier, zip-up dress, wide-leg jeans and an asymmetrical jacket and maxi skirt.
The denim pieces are complimented with cropped and open-back tops, logo crewneck, ribbed long-sleeve shirts and colorful cardigans. A burgundy leather jacket and pant coordinate as well as a gold knit hoodie and drawstring pants. The collection also offers cargo pants, mini dresses with chain details, a faux fur coat and a wool trench coat.
Coordinating children’s styles include a logo sweatshirt, jean jacket and cargo pants.
Cult Gaia helped coined the getaway aesthetic that fashion and travel influencers bolstered on social media during the 2010s. The Los Angeles-based label is known for statement accessories like the Bamboo Ark bag, Hera Nano rhinestone shoulder bag and acrylic clutches. The brand’s Serita dress drove online searches for ribbed and cutout dresses in 2020.
“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 CEO of Gap brand. “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.”
Gap’s collaboration with Cult Gaia showcases Gap Inc. CEO Richard Dickson’s strategic push to connect with millennial and Gen Z consumers through innovative partnerships and engaging campaigns. This year, Gap modernized its iconic music and dance themed commercials from the ’90s with pop stars Tyla and Troye Sivan. The brand also rolled out collections with Taylor Swift-approved D?EN, streetwear label Palace and Madhappy, the L.A. brand that supports mental health research.
The accompanying campaign, shot and directed by sisters Louise and Maria Thornfeldt, serves as a “tribute to the beauty of womanhood and the modern goddess for which Cult Gaia is named,” Gap stated.
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