Jasmin Larian Hekmat might have built her brand around a distinctly Californian, bohemian-luxe aesthetic, but for this particular collection, the designer found inspiration in the sun-soaked shores of Saint-Tropez.
With the onset of cold weather, international catwalks became empty. It’s all the more pleasant to look at catwalk items from the new cruise collection Cult Gaia. Designer Jasmine Larian Hekmat decided not to miss the opportunity and organised a brand show in Los Angeles. Established in 2012 by Los Angeles Native, Jasmin Larian Hekmat, the women’s label Cult Gaia, fittingly named after the lineal mother figure of Greek mythology, is the paragon of alluring fashion. Taking cues from the natural world, Mother Earth, and femininity are the epithets of Cult Gaia, well-displayed on their 2024 resort runway, attended by figures like John Legend, Chrissy Teigen, and Shay Mitchell.
The show was called Under the Sun and, according to the creative director, “charged with the energy of the sun of the South of France.” (Although there are plenty of clear days in California). “I have always loved the lightness and charm of Saint-Tropez. For me, this is the quintessence of Cult Gaia,” Jasmine said backstage at the show. In addition, Hekmat’s favourite leitmotif can be seen in these things – the contrast of nature and architecture.
Hekmat, who is well-versed in resort fashion, expertly combines her personal style into each seasonal collection at Cult Gaia, a name synonymous with apparel for warm weather. The Academy Museum of Motion Pictures was chosen as the venue, with guests entering an open-air domed roof setting after crossing the beautiful Barbra Streisand Bridge. A lemon-coloured carpet mirrored the sun and seashore cliffs of St. Tropez, while the distant Hollywood Hills glistened in the golden hour.
Immersed under the azure Los Angeles sky, the fashion show dazzled with an all-yellow set-up inspired by the vibrant energy of Saint Tropez. The 200 guests, including a large community of influencers and notable figures such as Marta Pozzan, Jenna Dewan, Shay Mitchell, model Chrissy Teigen, along with her husband John Legend, and stylist Maeve Reilly, were treated to a visual feast. The show brought together celebrities, fashion enthusiasts, and influencers who eagerly awaited the unveiling of the resort collection.
Hekmat’s resort collection showcased her signature silhouettes, ranging from evening gowns in lamé to dresses adorned with trains, frills, bangs, and feathers. The colour palette spanned from vivid yellows and lime greens to coral and ocean blues, creating a harmonious fusion of hues reminiscent of the natural world. Crochet dresses and flower petal motifs added another dimension to the collection, along with swimsuits that effortlessly blended style and functionality. Notably, voluminous raffia dresses added a touch of drama and sophistication to the runway.
Drawing inspiration from the raw beauty of nature, the Cult Gaia Resort 2024 collection seamlessly brought together fluid silhouettes with architectural influences. The result was a breathtaking ensemble that captivated the audience with its edginess and sophistication. Each garment reflected impeccable attention to detail, with intricate embellishments, delicate draping, and sculptural shapes charismatically adorning every creation.
“The Resort ‘24 collection draws inspiration from the warm, blissful feeling of being under the sun and the colour of joy and creation, yellow,” said Hekmat. “The collection is a playful blend of colour, shape, and texture inspired by the natural elements found on the beaches and walls of Saint Tropez. Our muse glows under the sun by day and glistens under the moon by night, living ‘la vie en Gaia’.”
The collection also featured timeless accessories, including the brand’s renowned “ark bag.” Crafted in a semi-circle shape from bamboo, this iconic bag gained popularity. However, it also attracted controversy as Cult Gaia faced a lawsuit from the Steve Madden brand, who accused them of copying its design. Despite Hekmat’s attempts to trademark the design, the judges regarded it as inspiration from a traditional Japanese bag rather than a unique creation.
The Cult Gaia Resort 2024 collection fashion show unveiled a mesmerising display of modern elegance and artistry. Jasmin Larian Hekmat’s label continues to bewitch the fashion world’s natural inspiration, femininity, and creative vision.
The collection’s fusion of colours, shapes, and textures sculpted from nature’s elements showcased Cult Gaia’s ability to push boundaries within the realm of resort wear fashion. From the confident models to the effortlessly stylish ensembles, the show served as a testament to Cult Gaia’s unique aesthetic and captivating designs.