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   ![Meet The Creative Director Behind Cult Gaia](https://media.sheerluxe.com/XgOpcftIATp92OB5vzGH65d6C9w=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fsl-email-230424-cult-gaia-interview.png?itok=1Hc38CHn)

  

 

 



 

  Image: @JASMINLARIAN 

 

 

 

[Interviews](/fashion/interviews)

 /  25 April 2024  

#  Meet The Creative Director Behind Cult Gaia  


Cult Gaia has become a go-to summer brand for fashion girls the world over and the driving force behind its distinctive aesthetic is creative director and CEO Jasmin Hekmat. Here, we sat down to discuss pushing the boundaries of conventional style, capturing the zeitgeist and the secrets to setting up a successful fashion business….  


ByEmma Bigger

  /  

[ Save To My Favourites ](/user/login?destination=/markdownify/node/39543)

 

  Image: @JASMINLARIAN 

 

 

 

All products on this page have been selected by our editorial team, however we may make commission on some products.

 



 

 

 

 

 [ ![](https://media.sheerluxe.com/n1Sd91dq9j_GeHR30Gi-yeTxNXs=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fsl-cult-gaia-interview1.png?itok=WaV9Y6fr)

 

 ](https://cultgaia.com/) 

 

 

 

 

 

**I always knew I was born to be a designer.** I can vividly recall rummaging through my mother’s linen closet as a child, where remnants of her own design school days were waiting to be discovered. Cutting, stitching and creating became my language – a way of translating the visions in my mind into tangible creations.

**My childhood was a whirlwind of creativity.** My father was a toy manufacturer – he crafted the Bratz dolls – and I practically lived at his workshop. That’s where I learned the importance of brand building and even things like packaging. My mother is also an artist and a sculptor, so creativity is definitely in my DNA.

 

 Looking back, it's incredible to see how SOMETHING SO SIMPLE COULD BLOSSOM into a fully fledged FASHION VENTURE.  
 

 



 

 

[**Cult Gaia**](https://cultgaia.com/) **started very organically.** I've always had this innate love of vintage fabrics, so naturally I found myself experimenting and crafting flower crowns and fabric turbans for friends. It was all just a bit of fun at first, but people started noticing my pieces wherever we went. They became recognisable – especially in places like clubs, where even the bouncers would take notice and affectionately dub us 'the girls with flowers in their hair'.

**I started with a camera and lots of passion.** I took photos of my friends wearing my pieces. Looking back, it's incredible to see how something so simple could blossom into a fully fledged fashion venture. Today, it’s still so gratifying to see people wearing the pieces.

 

 [ ![](https://media.sheerluxe.com/-Et8jADkLHiJc18Qa-1sp6e-MuI=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fsl-cult-gaia-interview4.png?itok=fljuDlTt)

 

 ](https://cultgaia.com/) 

 

 

 

 

 

 

**Social media catapulted us in the spotlight.** I'd been building the brand for over ten years, one piece at a time. The turning point came when a few of our pieces went viral – like the [Ark bag](https://cultgaia.com/products/gaias-ark-small-natural), the Willow dress and [Serita dress](https://cultgaia.com/products/serita-dress-sand?variant=31556253220938). It wasn’t all smooth sailing, though; even the Ark bag took over a year to gain momentum. I admit I considered giving up at one point.

**The good thing is our DNA is immediately identifiable.** We exist for a reason. Frankly, I don't believe the world needs another fashion label. That's why everything we make is with the intention of it becoming a timeless staple in your wardrobe, not just a passing trend. The key is that I understand my customer deeply.

**As a creative director, every day is different.** I'm also the CEO, so I’m very involved in all the business needs. My day is broken up and super regimented – even things that need five minutes of my time are scheduled. Ultimately, my goal is to inspire creativity and to make sure Cult Gaia delivers exceptional experiences.

**I believe a woman should feel beautiful through fashion.** It’s this vision and belief that are at the core of the brand’s aesthetic. Gaia is the goddess of mother earth and the daughter of chaos, which is an extremely creative force for me. I like to use architecture and nature as two opposing forces and inspirations. I really believe in the power of contradiction when it comes to creativity.

**There’s a formula to my personal style.** I have to make a million decisions every day, so I've pretty much nailed down a work uniform. I wear jeans and a turtleneck or a t-shirt with a beautiful jacket or blazer. When I go out, I tend to gravitate towards more colour.

 

 

 

 [ ![](https://media.sheerluxe.com/sIjkfymjOL5RFlGZeu0eK50sLcc=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fsl-cult-gaia-interview2.png?itok=fcPEjzRR)

 

 ](https://cultgaia.com/) 

 

 

 

 

 

 

**A typical day for me starts off in my office in West Hollywood.** I like to soak in the creative energy – it’s crucial for my inspiration. That said, I feel most inspired when I am in nature. I love exploring different landscapes and immersing myself in different cultures. My creativity rises when I am on the move and I get to experience unfamiliar environments.

**Momentum is the key to success.** It's about keeping your eyes firmly fixed on the prize and forging ahead, regardless of the obstacles in your path. It's easy to get bogged down by challenges, but the key is to stay focused and take proactive steps every single day to propel yourself closer to your goal. I firmly believe in the power of consistent action.

 

 My CREATIVITY rises when I am on the move and I get to EXPERIENCE UNFAMILIAR ENVIRONMENTS.  
 

 



 

 

**There's no room for entitlement or ego in business.** I'm willing to roll up my sleeves and get my hands dirty, whether it's designing clothes or handling any task that needs to be done. In the pursuit of success, no job is too small, and no effort goes unnoticed. It's about putting in the work, day in and day out, until we reach the goal.

**In a world where fast fashion reigns supreme, we're taking a different course.** We refuse to chase fleeting trends or contribute to the cycle of excess and waste that plagues the fashion industry. Instead, we're on a mission to create something that lasts – pieces that transcend seasons and stand the test of time.

**We won’t turn a blind eye to the sustainability problem in the fashion industry.** While the world may be moving at breakneck speed, we're slowing down, focusing on quality over quantity, and redefining what it means to create fashion with integrity. It's not just about making clothes – it's about making a difference.

Visit [CultGaia.com](https://cultgaia.com/)

 

 

 

 

---

 

## SHOP THE PRODUCT EDIT 



 

 

 

 ![Adilia Top](https://media.sheerluxe.com/kaTdoUOvh8_nGLKkT8d_CG9TWVU=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-adilia-top.png?itok=8Th4lPfO)

 

 

 

[#### Adilia Top](https://cultgaia.com/products/adilia-top-light-camel?variant=40423758659658)

£430

 

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 ![Divida Dress ](https://media.sheerluxe.com/Zsqi_E8Ebwzj1Ss6vz9ox3LJFs0=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-divida-dress.png?itok=H0VMwyXT)

 

 

 

[#### Divida Dress ](https://cultgaia.com/products/divida-dress-tea?variant=40607239372874)

£750

 

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 ![Puffer Marbled Acrylic Clutch](https://media.sheerluxe.com/TD8Y_mirLFoYSQLbcTnVM_hiI2Q=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-puffer-marbled-acrylic-clutch.png?itok=qel2ACqB)

 

 

 

[#### Puffer Marbled Acrylic Clutch](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/bags/clutch-bags/puffer-marbled-acrylic-clutch/1647597333062786)

£330

 

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 ![Capri Sandals](https://media.sheerluxe.com/S_QWxPhgzk2ucuHbyJDEZwwFD5E=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-capri-sandal.png?itok=5yUFDWE0)

 

 

 

[#### Capri Sandals](https://cultgaia.com/products/capri-sandal-off-white?variant=40413849976906)

£495

 

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 ![Nazanin Crochet Top](https://media.sheerluxe.com/WYvEYNuDTnMvls1R3yEUlYGn-2o=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-nazanin-crochet-top.png?itok=O9osKjdW)

 

 

 

[#### Nazanin Crochet Top](https://cultgaia.com/products/nazanin-crochet-top-tea-shimmer?variant=40758068609098)

£615

 

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 ![Lainie Top](https://media.sheerluxe.com/wIJ5T1V0SaP_tvm-zPACVznuSEs=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-lainie-top.png?itok=-1fwpTfF)

 

 

 

[#### Lainie Top](https://cultgaia.com/products/lainie-top-off-white?variant=40758065168458)

£410

 

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 ![Scrunch Clutch](https://media.sheerluxe.com/CSfWXE_w4tFCZlCyZiqrHDEr23E=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-scrunch-clutch.png?itok=3vXIlFx8)

 

 

 

[#### Scrunch Clutch](https://cultgaia.com/products/scrunch-clutch-shiny-gold)

£615

 

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 ![Jacira Strapless Cropped Raffia Top from Cult Gaia](https://media.sheerluxe.com/_yCj4DgUQOfxVH3x8dQTKsPHmOc=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-jacira-strapless-cropped-raffia-top.png?itok=kFjqSHDP)

 

 

 

[#### Jacira Strapless Cropped Raffia Top](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/clothing/cropped/jacira-strapless-cropped-raffia-top/1647597326873124)

##### Cult Gaia, 



£496

 

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 ![Zamariah Dress](https://media.sheerluxe.com/a2EgwKkTflJxC6mLPXcOKp9oMU8=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-zamariah-dress.png?itok=f1CyRXs7)

 

 

 

[#### Zamariah Dress](https://cultgaia.com/products/zamariah-dress-off-white?variant=40758078406730)

£515

 

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 ![Charlique Dress](https://media.sheerluxe.com/JtciJlBIH4v95659MpJ1Vv36Ips=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-charlique-dress.png?itok=VDcAdUrn)

 

 

 

[#### Charlique Dress](https://cultgaia.com/products/charlique-dress-tannin?variant=40305955962954)

£650

 

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 ![Enya Leather-Trimmed Raffia Bucket Bag](https://media.sheerluxe.com/BJRH9RQFNJwjd5mW-h5ILtmLmZg=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-enya-leather-trimmed-raffia-bucket-bag.png?itok=NyyOtKfP)

 

 

 

[#### Enya Leather-Trimmed Raffia Bucket Bag](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/bags/mini-bags/enya-leather-trimmed-raffia-bucket-bag/1647597325984696)

£355

 

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 ![Lindsey Pants](https://media.sheerluxe.com/223aSEbJKXGJWxS_NnHnjmbZnqQ=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-lindsey-pant.png?itok=o37WWWwh)

 

 

 

[#### Lindsey Pants](https://cultgaia.com/products/lindsey-pant-tea?variant=40607236587594)

£515

 

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 ![Harmony Platforms](https://media.sheerluxe.com/ynDclWVs-EXHT01QrWkvg_W8Y6I=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-harmony-platform.png?itok=TmOCyykr)

 

 

 

[#### Harmony Platforms](https://cultgaia.com/products/harmony-platform-natural?variant=40414033870922)

£565

 

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 ![Luna Crossbody Bag](https://media.sheerluxe.com/v6pqEMpfnXKdEYvy6gx7IbosXOY=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-luna-crossbody.png?itok=GXNEZZrN)

 

 

 

[#### Luna Crossbody Bag](https://cultgaia.com/products/luna-crossbody-natural)

£255

 

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 ![Cami Top](https://media.sheerluxe.com/Nc5cRBZHf_syvsc9X30D_YrZKhY=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-cami-top.png?itok=Hd5hhsd3)

 

 

 

[#### Cami Top](https://cultgaia.com/products/cami-top-beach?variant=40758055895114)

£410

 

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 ![Milli Cropped Plissé-Satin Top](https://media.sheerluxe.com/PEtDnQZftJNaajN50aOvEDmCAn4=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-milli-cropped-plisse-satin-top.png?itok=3og2l68o)

 

 

 

[#### Milli Cropped Plissé-Satin Top](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/clothing/cropped/milli-cropped-plisse-satin-top/1647597333398335)

£380

 

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 ![Suri Raffia Tote](https://media.sheerluxe.com/efGp04aZ2MAk6_x_REqpSTRqT20=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-suri-raffia-tote.png?itok=K-nz4bPu)

 

 

 

[#### Suri Raffia Tote](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/bags/mini-bags/suri-raffia-tote/1647597325984681)

£297

 

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  [ ![Aura Dress, £515](https://media.sheerluxe.com/O_Qa8VD1LEcCUCUx0MAwTwpKt6Y=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-aura-dress.png?itok=0JI1oRV5)

 

 ](https://cultgaia.com/products/aura-dress-beach?variant=40523629068362) 

 Aura Dress, £515 

 



 

  

 

  [ ![Samantha Off-The-Shoulder Gathered Gauze Bustier Top, £380](https://media.sheerluxe.com/amH0HP7XNUlHe2awVFcE7ZTzqSk=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-samantha-off-the-shoulder-gathered-gauze-bustier-top.png?itok=_194C11d)

 

 ](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/cult-gaia/clothing/cropped/samantha-off-the-shoulder-gathered-gauze-bustier-top/1647597326883048) 

 Samantha Off-The-Shoulder Gathered Gauze Bustier Top, £380 

 



 

  

 

 



 

 

 

 ![Lissett Dress](https://media.sheerluxe.com/qNdATpp9b68_vyJdsNlKFIJ0Ymc=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-lissett-dress.png?itok=husk-71p)

 

 

 

[#### Lissett Dress](https://cultgaia.com/products/lissett-dress-off-white?variant=40523653152842)

£615

 

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 ![Bella Bag](https://media.sheerluxe.com/lWzqTasrlz4KiQhf2HEHhAYRYnk=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-bella-bag-add-to-bag.png?itok=ugiete5M)

 

 

 

[#### Bella Bag](https://cultgaia.com/products/bella-bag-marine)

£515

 

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 ![Adrina Top](https://media.sheerluxe.com/m9ZjS60l7fJKhd4l9RPNiM6vljg=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-adrina-top.png?itok=WkjoXqvj)

 

 

 

[#### Adrina Top](https://cultgaia.com/products/adrina-top-off-white?variant=40607237767242)

£470

 

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 ![Taja Bag](https://media.sheerluxe.com/TiNF0fYWIzR3l53g990o7r2Y1Bs=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2024%2F04%2Fcult-gaia-taja-bag.png?itok=kv7VfTel)

 

 

 

[#### Taja Bag](https://cultgaia.com/products/taja-bag-natural)

£235

 

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  ![Everything This Fashion Minimalist Has Her Eye On](https://media.sheerluxe.com/x4pr5vuw3-RhWGebGYFV78dp9zE=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F10%2Fsl-site-assets-141025-thumb-sam-blush-wishlist.png?itok=UEaXZvA7)

  

 

 



 

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[Fashion](/fashion)

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  02 October 2025  

 [##  This Cult Brand Has Just Landed In Selfridges  


 

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[Fashion](/fashion)

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  26 September 2025  

 [##  Go Behind The Scenes At The Barbour LFW Pop-Up  


 

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[Interviews](/fashion/interviews)

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  05 November 2025  

 [##  The 16Arlington Founder Talks Vision, Brand Building &amp; More  


 

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[Interviews](/fashion/interviews)

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  29 October 2025  

 [##  My Life In Fashion: Gaurav Gupta  


 

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[Interviews](/fashion/interviews)

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  08 October 2025  

 [##  My Life In Fashion: Olivier Rousteing  


 

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[Interviews](/fashion/interviews)

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  03 October 2025  

 [##  A Cool Brand Expert Shares Her Style Rules  


 

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