In 2024, Gap has been on a collaboration roll and shows no sign of stopping. And why should they, when this year alone it embarked on successful partnerships with Dôen, Madhappy and Palace. Now, Los Angeles-based label Cult Gaia joins that roster.
As Fashionista reports, their collaborative collection, which launched on Oct. 10, bridges Gap’s expertise in essentials with Cult Gaia’s sleek, modern aesthetic. The 35-piece lineup comes through with holiday-ready styles, including knit cardigans, a faux-fur coat, a cutout maxi dress, wool trench coats and chain-link-detailed slip dresses. Prices start at $35 and go up to $498.
“Reimagining Gap’s classic icons through Cult Gaia’s lens has been an amazing journey,” Jasmin Larian Hekmat, founder and designer of Cult Gaia, said in a statement. “The collaboration brought together Gap’s classics and everyday wearability with Cult Gaia’s sculptural and artistic approach, merging our two distinct creative forces. Each piece in this collection is thoughtfully designed to inspire creativity, blending art and function in a way that feels unique and timeless.”
Mark Breitbard, President & CEO of Gap brand, added, “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.”
Accompanying the collection is a campaign lensed by sisters Louise and Maria Thornfeldt and starring Tina Kunakey alongside Kristina Byerley, Kelly Lim, Irene Law and Christen Rhule.
This collaboration comes amidst Gap’s compelling comeback journey, following years of uninspiring product, bad press and business troubles. In July 2023, Gap Inc. appointed its new CEO Richard Dickson — formerly of Mattel — followed by new Executive Vice President and Creative Director, designer Zac Posen. In a bid to reinvent itself, the brand continues to focus on buzzy campaigns (Tyla, Troye Sivan, Dapper Dan), fun collabs and unique celebrity placements (Da’Vine Joy Randolph at the 2024 Met Gala, Anne Hathaway’s shoppable white shirt dress).
Gap x Cult Gaia is available to shop online and in select Gap stores now.
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