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The Wonderful World of Cult Gaia | In Conversation With Jasmin Larian Hekmat

With every Cult Gaia collection released, each is - somehow - more alluring than the last. Made for the destination dreamer, any Cult Gaia piece is a conversation starter, designed with love for the modern woman.
cult gaia
Boasting a modest 1.1m followers on Instagram and spotted amongst the likes of Beyoncé and Hailey Bieber, Cult Gaia’s artistic, goddess-like quirk has quickly become a firm favourite among Fashion A-listers and beyond.A brand born from the vision of Jasmin Larian Hekmat, who originally started the brand in 2012 with flower crowns and vintage silk hair turbans, Cult Gaia designs spectacular heirloom pieces that will live in your wardrobe forever. cult gaia Since its inception, the company has grown from accessories into a full-fledged lifestyle brand, whilst keeping the ‘world of Gaia’ DNA. As a new stockist and an even longer-time fan of the brand, we sat with Jasmin Larian Hekmat for an exclusive Coggles Q&A, stay tuned!

Hi Jasmin! How are you?

I'm doing great! Getting ready to launch our resort collection and designing for next year! Busy, busy!

Can you give us an insight into the name Cult Gaia?

There’s a lot in the name. Cult Gaia is inspired by the two most powerful forces in this world to me - women and nature. The name “Cult Gaia” is the embodiment of those powers. I’ve always thought great brands to be cult-like, uniting like-minded people, hence “Cult.” “Gaia” is the goddess of Mother Earth and daughter of chaos, the most creative force there is. Together, they create something magical, a world of its own.

What inspires you?

I’ve always been inspired by the elements of nature, specifically the sun and the way it magnifies colour, texture and fabrics. Also by the wind and how it makes things move. I imagine our Gaia muse in various scenarios. I ask: What is she doing? What is she wearing? Then, What is she dreaming about? Then we translate that into the designs.
cult gaia jasmin

Tell us about the Cult Gaia Woman. 

The Cult Gaia Woman is full of juxtapositions - She appreciates fine quality, details and is avant-garde. She is a goddess. She’s always evolving, but always authentic. As she grows and changes, so too does the brand.

Who rocks Cult Gaia?

Over the years, we’ve been lucky enough to have our designs worn on so many women I admire; from Beyoncé and Jennifer Lopez to Hailey Beiber and Rosie Huntington Whiteley. But truly, I get the same rush of excitement seeing my pieces on them as I do seeing Cult Gaia in the wild. Anytime I see people wearing and appreciating what we create, it makes me want to pinch myself. My team and I pour so much of ourselves into the design, development and creative process that we feel so lucky when it is appreciated because that’s not always the case.
cult gaia

Tell us about yourself Jasmin! 

I’m the product of creativity - my father is a toy designer and my mom is an artist/sculptor. I’ve always been surrounded by beautiful things and I had a lot of exposure to brand-building. I interned [at the company] and helped the design team come up with new themes. It was a huge influence on me. My mom was always creating things, so naturally, this rubbed off.

Can you give our readers 3 words to describe Cult Gaia & 3 words to describe yourself?

Cult Gaia is artful, effortless, and magic. I’d describe myself as creative, ever-evolving, and strong-willed. 

What does a typical day look like for you?

Most of my mornings start with a wake-up call from my son, the mornings are our special time to be together uninterrupted before the day begins. After a walk to get my morning coffee at my favourite cafe down the street from my office, I head in and get to work. No two days look the same at Cult Gaia HQ - I still oversee essentially all aspects of the business (marketing, creative, business operations) so one day I’m testing fabric and the next I’m on-site at a shoot.
cult gaia

Can you tell us a little about launching Cult Gaia?

I started Cult Gaia in 2012 with flower crowns and hair turbans made of vintage silk fabrics I collected over the years. Since then, we have evolved into a full lifestyle brand of Clothing, Bags, Accessories, Swim, and Shoes - but the brand DNA is still the same in that everything we make is instantly recognizable and unique.


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