Dominique Raul
In ELLE.com’s monthly Office Hours series, we ask powerful people to tell us about their first jobs, their worst jobs, and everything in between. This month we spoke with Yasmin Larian Hekmat, founder of Cult Gaia, a brand whose sculptural, sensual, and often viral clothing and accessories stand out. (See: This dress, that bag, that other bag.) As the story goes, she was surrounded by extreme creativity starting at an early age. Her father, who immigrated to the United States from Iran, founded the toy company that makes Bratz dolls, and even named the doll Yasmine. Larian Hekmat started her own brand in 2012 with a line of flower crowns that she made for her friends (and also bears her name). Now, 12 years later, she has expanded Cult Gaia to include ready-to-wear, gowns, fragrances, and, as of today, a new collection with Gap. “I’ve told most people [about the partnership] “Are you sure?” What?’ “That’s how I knew it was good,” she says, noting that the leather and denim pieces are particularly “amazing.” Below, the entrepreneur shares why she’s excited to connect with Gap, her process of creating new items in IT, and the best career advice she’s ever received.
My first job
My first job was an internship before I could get real jobs. I interned at a really big licensing company when I was about 14 or 15 years old. I learned how to do computer-aided designs (CAD) and work in all Adobe programs, which was a really great experience. It was very collaborative, we had to create designs based on style guides. Then I will also intern at MGA, which is my family’s company, and work at Bratz. I will build different mood boards for [doll] groups. [My favorites were] Slumber Party Bratz, Winter Wonderland, and Tokyo A Go-Go. They live rent-free in my mind.
My worst work
When I was in New York, to get extra money, I went on Craigslist and got a job. I was 19, and frankly, it was good pay for me: handing out flyers for a place that offered sample sales. I would see my dad’s friends, and they’d say, “Oh, what are you doing here?” I’ve learned that finding a way to get people’s attention without being annoying is a very important skill.
Dominique Raul
How does being first generation affect my career mindset
I think the immigrant mentality is that you never know when you’re going to have to pack up and leave again. There’s this sense of urgency and paranoia and a work ethic that’s mostly built on this internalized fear of having to leave and start over. He truly teaches the values of determination and hard work; There is really no other choice but to find a way to succeed. In my interviews, I always ask people: What does the American dream mean to you? There is value in understanding the opportunities and possibilities that this country can provide. And I think immigrants can really understand that more deeply.
What I learned from Bratz dolls
The power of brand building and the power of details. I think what has made the Bratz brand so successful is the attention to small details. Children’s worlds are very small, so they pay attention to the little clouds; They pay attention to eyeliner and extra strokes. This is what the child will be obsessed with and will see and what will bring him happiness. And I feel like I’m doing the same thing with Cult Gaia. I’m making a product where the more you look, the more you see. It is an exercise in creating something artful and beautiful.
The power of original flower crowns
It taught me that if you have a product on someone’s head and it’s easily recognizable, you don’t need a lot of marketing money, because in and of itself, the product becomes viral and has a leg of its own. The flower crowns were an accident. It wasn’t a big plan. He also taught me the power of being able to pivot. The flower crown was actually the seed of our brand’s DNA, creating something that makes people happy, feels beautiful, and is a conversation starter. One of the things a girl should say is, “That’s great.” But when you find random postmen, or security guards, or guys on the street saying, “What is this?” – This strikes a different chord.
Dominique Raul
How do I come up with viral products?
We made this Reina handbag, which is a brass handbag – it’s new; I’m obsessed – based on a mini bust I had by Kelly Wearstler. So I thought to myself: “I just want to carry this bag as a suitcase.” And our flower earrings – I’ll never forget, I was in Miami having dinner at Milos, and I saw a flower. I just pick it up, put it on my ear, take a picture of it, and send it to the team. I’m like “this.” We need to do this. Then I put it on with shoes, and that was really successful. It’s those moments that really make the best products. My mom says, when that happens, the angels speak through you.
My design checklist
With bags, I always think that this should only be beautiful on a bookshelf or coffee table. It’s not a blanket rule, but I really appreciate bags that stand up – I think they should stand up like people. For dresses, I want them to feel unique and make someone feel really great about themselves. There is a transformative power to fashion – good fabric, good fit, good quality with little details scattered about. I always say, “Does she want to give this away when she’s done, or does she want to archive this?” [The latter] For me it is a good piece. Then the new thing is: If you find this at the bottom of the gift box and you take it out, and it’s still beautiful, then we’re doing something right.
How did the Cult Gaia x Gap collaboration come about?
When I say yes to things, I say, “Can I bring something unique? Is there a creative tension? For me, the amazing tension at Gap is: It’s very clean, it’s very creative, American classic versus our brand. Great things come from a little The contrast. The contrast between the two brands is that ultimately the product is amazing. We’ve really added the stroke of Cult Gaia to the Gap world. It’s the stuff we want to wear every day to the office.
It’s been so much fun working with their team, and it’s so exciting to be part of an iconic brand that I’ve grown up with. I have amazing stories about GAP. I’ll never forget, I had a pair of red leather pants that I thought were so cool from Gap, and I was like, ‘Oh my God, I’m so cool.’ “I’ll be wearing this to all my pub parties.” Then my cousin bought the same thing. She’s my best friend. That was my first memory in the fashion world, and the first time I felt the need to claim my identity in the fashion world.
Shop Cult Gaia x Gap belowGap × Cult Gaia Barrel Mini DressGap × Cult Gaia Asymmetric Denim Maxi SkirtGap × Cult Gaia Vegan Suede Wrap CoatGap × Cult Gaia High-Rise Chain JeansGap × Cult Gaia Leather JacketGap × Cult Gaia Cropped Knit SweaterGap × Cult Gaia Classic Backless ShirtGap x Cult Gaia Cropped Denim BustierGap x Cult Gaia Logo Cropped Bustier
This interview has been edited and condensed for clarity.
Madison is deputy digital editor at ELLE, where she also covers news, politics and culture. If you’re not online, he’s probably asleep or trying not to fall while rock climbing.
