Brand Spotlight: Cult Gaia
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The Background
Cult Gaia’s founder and creative director Jasmin Larian Hekmat has the iconic ‘Ark’ bag to thank for catapulting the brand to cult status on social media in 2016. But, its success didn’t happen overnight. The structured half-moon bag was designed by Jasmin in 2014, and took over two years to gain traction before going viral on Instagram. Today, the Ark remains one of the brand’s most recognisable pieces.
The Founder
Pre It-bag, founder Jasmin was no stranger to the fashion scene. Her mother was a former designer and artist, and her father is the creator of Bratz Dolls. After the Ark’s success, Jasmin found herself on Forbes’ ‘30 Under 30’ list in 2018, subsequently launching ready to wear to expand the brand’s offering.
The Aesthetic
The brand says it best: “Our design ethos is to make things stand out and turn heads”. Often described as blending fashion with fine art, the brand is known for maximalist details, luxe finishes and natural-inspired shapes. Among cascading fabrics, flattering cut-outs and architectural silhouettes, founder Jasmin has attributed wabi-sabi as one of the brand’s main aesthetic influences. This interesting blend of maximalist and minimalist is what makes these pieces stand out.
The Relevance
In the past, the brand has leaned into trends, meaning a significant price tag hasn’t always made its pieces worth the investment. However, recent collections have felt more timeless, while still maintaining the same brand identity it’s held over the years. The brand simply gets fun summer dressing right.
The Price Point
Prices sit in a sweet spot, far below heritage brands but a few steps up from the high street. Dresses start from £300, tops from £100, footwear from £150, and the most affordable offering – bags and jewellery, start from just £100. However, statement dresses don’t come cheap – but trust us, you’ll come back to them summer after summer.
The Heroes
Coined the brand’s ‘Heirloom’ pieces, these are some of our favourite fashion and accessory heroes…
The Ark Bag
The piece that started it all, the brand dubs this a showstopper that goes with every outfit. Constructed in a cage-like half-moon shape, it’s made from 100% bamboo and comes in a range of sizes and variations.
Available here.
The Alia Mule
This style remains a favourite thanks to its wearable pointed shape and unique panelled spherical heel.
Available here.
The Serita Dress
First popular in early 2020, this was spotted on everyone from Kylie Jenner to JLo. Made from a woven knit, its maxi silhouette hugs every curve thanks to flatteringly placed cut-outs and a knot-detailed bra top.
Available here.
The Mala Top
With exaggerated, sculptured sleeves, large plisse-like ruching, and trousers to match, the Mala top is cut from pleated satin, with an elegant neckline that dips off the shoulders.
Available here.
The Hera Bag
The brand’s newest It-bag is rhinestone embellished, but its slouchy silhouette offsets the glam-factor.
Available here.
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