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American brand Gap teams up with Cult Gaia for holiday collection

08 Oct '24

3 min read

Pic: Gap

Insights

Gap is partnering with LA-based brand Cult Gaia on a 35-piece holiday collection launching October 10.
Blending Gap's essentials with Cult Gaia's modern, sculptural designs, the collection features statement pieces like sleek outerwear, mini dresses, and gold hardware accents.
The campaign celebrates femininity, starring model Tina Kunakey and others, shot by Louise and Maria Thornfeldt.

Gap is partnering with LA-based brand Cult Gaia on a collection of women’s and kids’ apparel launching on October 10. The 35-piece holiday collection features a range of statement pieces that infuse Gap’s most loved essentials with Cult Gaia’s modern, sculptural influence, celebrating the beauty and strength of women and original style.

Known for their heirloom pieces designed to last a lifetime, Cult Gaia pieces are created to be works of art that are functional enough for everyday wear. Founded in 2012 and designed by Jasmin Larian Hekmat, the brand brings its nuanced approach to design, inspired by nature and women, to Gap’s heritage icons, meant to stand out and turn heads.

“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 & 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.”

The Gap × Cult Gaia collection features a range of holiday-ready styles that inspire inner confidence and individuality. From sleek outerwear to mini slip dresses, the collection adds modern twists like chain-link detailing and gold hardware to classic designs made using the finest, luxurious fabrics. Standout pieces include the Denim Bustier ($88), coordinating Leather Pants ($498) and Jacket ($498), the Backless Classic Shirt ($88), a Vegan Fur Coat ($328), and more. Gap lends its signature arch logo typeface to read “GAIA,” which is emblazoned across a Baseball Cap ($35) and Cropped Logo Sweatshirt ($78) to reflect a celebration of the two brands.

The accompanying campaign, shot and directed by sisters Louise and Maria Thornfeldt, stars model and actress Tina Kunakey, alongside Kristina Byerley, Kelly Lim, Irene Law, and Christen Rhule. The campaign is a tribute to the beauty of womanhood and the modern goddess for which Cult Gaia is named.

“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.”