Designer Jasmin Larian Hekmat faced the familiar challenge of creating fresh designs each season. For her pre-fall collection, she chose to focus on her strengths—effortless vacation pieces that transition seamlessly into year-round wear. “This season, we really leaned into our brand’s core identity—what makes Cult Gaia special,” she explained. “But we also introduced some new elements.”

This season featured hand-crocheted white mini dresses and butter-yellow plissé styles with knotted details. Even her more formal designs, like a black Grecian gown with cutouts and brass accents, kept the playful touch Cult Gaia fans love. Accessories remained a highlight, with bamboo-inspired brass detailing on bags, cuffs, and heels—a glamorous nod to her nature-inspired aesthetic. “I wanted to create pieces that spark joy and conversation,” Hekmat said.

Some designs, however, felt unexpectedly subdued for the typically vibrant brand. A simple white tee with a high neckline, for example, made one question whether Cult Gaia needed to enter the crowded basics market. But for Hekmat, this shift toward simplicity was deliberate. “I want our customers to see Cult Gaia not just for special occasions, but for everyday investment pieces,” she noted. This direction also included leather pieces like a boxy moto jacket and a paneled mini skirt.

While Cult Gaia doesn’t need to stick solely to bright summer styles, the stark minimalism—though chic—felt at odds with the brand’s usual spirited charm.