Gap’s hotly-anticipated Cult Gaia collaboration has sold out within days of launch. Devised by Invisible Dynamics, it follows a series of viral partnerships, including Palace and Doen, that have been instrumental in the brand’s resurgence.
The Gap x Cult Gaia campaign, created and produced by Invisible Dynamics, features French model and actress Tina Kunakey. The collaboration and campaign were conceived as a representation of beauty, strength, and creative spirit. A tribute to the modern goddess, inspired by the collective power of women.
Within 24 hours of the campaign debut, a number of hero pieces from the womenswear and kids collection—which includes structured denim minidresses, logo sweatshirts, cargo pants and statement outerwear—quickly sold out on Gap site.
The collaboration took off on TikTok and in fashion media: WWD praised the merging of “modern and sculptural influence”; Refinery29 dubbed it “this Holiday season’s It-Girl collaboration”; while Cosmopolitan called out “the chicest Winter pieces I’ve seen yet.”
Speaking to Elle about the collaboration, Cult Gaia’s founder Jasmin Larian—who was introduced to Gap by Invisible Dynamics—stated: “For me, the amazing tension of Gap is: It’s so clean, it’s so iconic, American classics versus our brand. Great things come out of a little bit of contrast. The contradiction that both brands have—the product ends up being amazing. We really added the Cult Gaia brush stroke to the Gap world.”
Explore the campaign [here].
