Jasmin Larian Hekmat believes in magic. Specifically, the Cult Gaia founder has been leaning into the “vortex of manifestation.” But what does that mean exactly? “If you’re aligned, you’re in your vortex of manifestation, and everything will fall into place,” she says.
Twelve years since Jasmin launched the fashion label synonymous with sun-drenched resortwear, goddess dresses and bags so beautiful they deserve prized real estate on your coffee table, it certainly feels like everything is falling into place at Cult Gaia. The fashion line has grown to encompass cosy knitwear, shoes and jewellery and its own line of fragrance, which launched last year. No small feat considering the state of the fashion industry when even seemingly profitable labels are shuttering every day.
Over the course of our trans-continental video chat, Jasmin shares her secret to Cult Gaia’s enduring appeal and ability to maintain momentum in fashion’s mercurial landscape. Drive, perfectionism, intuition were all integral ingredients to the recipe, but also, a dash of magic.
Born and raised in Los Angeles to a father who founded the company behind Bratz dolls and a mother who is a sculptural artist, it was no surprise that Jasmin was drawn to design at an early age. After graduating from the Fashion Institute of Technology, she began creating a line of flower crowns in 2012 before designing her first handbag—the Ark Bag. The fan-shaped, rattan clutch is still perhaps what the brand is still associated with today, so one might be surprised to hear that Jasmin had such a hard time selling her bags at first, she was giving them away for free (I know, I gasped too).
Then, like magic, the bag became a sudden hit at a small South Korean retailer. “I remember waking up in the middle of the night and seeing so many orders, and I was sold out of this bag that I couldn’t sell before. Now they were flying,” Jasmin recalls.
Courtesy of Cult Gaia
Courtesy of Cult Gaia
Cult Gaia’s overnight success continued to snowball, with celebrities clamouring to wear the label. Beyoncé wore a Cult Gaia dress with the Ark bag, Hailey Bieber wore the Sarita dress on vacation… the list goes on. But Cult Gaia’s runaway popularity also garnered plenty of unwanted attention, and very soon the Ark Bag was being knocked off faster than you could say “dupe.”