Gap and Cult Gaia? It’s the dynamic duo we didn’t know we needed—until now. Gap, known for its steadfast durability and bestselling essentials, has partnered with LA-based brand Cult Gaia on a 35-piece collection of women’s apparel. Finding common ground around intention and wearability, Cult Gaia founder Jasmin Hekmat tells Vogue that the collection “represents a beautiful intersection of two worlds that most wouldn’t think go together.” Like so many others, she says she grew up wearing the brand. “It was a staple in my wardrobe from childhood through adolescence. Having the chance to put Cult Gaia’s twist on those nostalgic pieces feels like a full-circle moment.”
Cult Gaia pieces are created to be works of art that are functional enough for everyday wear, while Gap knows a thing or two about a core day-to-day wardrobe. The collaboration brings Hekmat’s nuanced approach to a wider audience, with a focus on fabrication, hardware, stitching, and pieces that feel special yet practical. All 35 items, which will range in price from $35 to $500, will be available to shop this Thursday, October 10th at 12 p.m ET / 9 a.m. PT on gap.com and at select Gap stores.
With both brands being iconic in their own right, Hekmat wanted to bridge the gap between them, merging Cult Gaia’s signature artful designs with Gap’s classic, laid-back American aesthetic. “I wanted to create pieces that spoke to a wide range of customers, offering a new take on classic designs that are familiar but reimagined in a way that only Cult Gaia can deliver,” Hekmat says. High-rise jeans are Cult-ified with a chain detail at the left pocket; trench coats are reimagined with cargo pockets, and pants have been cast in the brand’s signature chocolate brown leather.
Within this collaboration, you’ll find a further amalgamation of the two. A crisp white button-up with the back cut out; a cropped cable knit cardigan, draped blouses with sculptural hardware, denim split midi’s alluding sensuality, and a fluffy faux fur coat ideal for city winters. 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.