REIMAGINING CULT GAIA'S EAU DE PARFUM LAUNCH
Project Type:
Independent Creative Direction Study
Industry:
Luxury Fashion + Beauty
In 2024, Cult Gaia introduced its debut Eau de Parfum Collection, bringing the brand's sculptural design language into fragrance. While the launch established a beautiful foundation, I explored how each fragrance's individual story could expand into a richer visual world.
Each fragrance carries its own narrative, inspired by nature, travel, and cultural significance. Through wardrobe, casting, set design, and sensory world building, I developed two creative directions that translate each fragrance into a fully realized campaign experience.
Creative Expertise:
Creative Direction, Art Direction, Campaign Strategy, Visual Storytelling, Wardrobe Direction, Set Design, and Luxury Brand Storytelling.
The Original Launch Campaign
The official Cult Gaia launch film establishes the visual foundation that inspired this conceptual exploration.
Crown + Arc
Concept A
Creative direction rooted in the founder's first two iconic creations.
Rather than introducing an entirely new visual language for the fragrance collection, this concept builds upon the foundation of Cult Gaia itself. By revisiting Jasmin Larian's original flower crowns and the iconic Arc Bag, the campaign creates a visual system that connects the brand's past with its newest chapter in fragrance. Floral crowns become sculptural expressions of each fragrance's native ingredients, while the recurring arc motif extends from the bag into the fragrance bottle and throughout the campaign's visual language.
Building on the Brand's Origins
Cult Gaia began with handcrafted flower crowns in 2012, statement accessories that became synonymous with festival culture and helped establish the brand's identity. In 2013, the Ark Bag emerged as another defining design, transforming an everyday object into a sculptural icon. Together, these two products established a recognizable visual language that continues to shape the brand today.
For this conceptual study, I identified a compelling visual relationship between the Ark Bag's signature arc silhouette and the sculptural form of Cult Gaia's fragrance bottle. While this connection is my own creative interpretation, it became the foundation for a visual storytelling system that links the brand's earliest icons with its newest category. Building on that observation, I developed a direction where recurring architectural forms, native botanicals, editorial styling, and wardrobe work together as one cohesive campaign language.
Mood board
This visual exploration demonstrates how the Crown + Arc concept expands into a complete editorial world. Drawing from each fragrance's native botanicals, sculptural floral crowns become the visual expression of every scent, while carefully selected silhouettes from Cult Gaia's collection reinforce each fragrance's distinct personality through color, form, and texture. Together, these elements establish a cohesive visual language that unites fragrance, fashion, and founder-led storytelling into one campaign system. The following concepts demonstrate how that language evolves across Zan, Mast, and Noor, creating three distinct narratives within one cohesive collection.
2013
Zan — 01
Floral Crown
A sculptural crown composed of Guatemalan cardamom, pink pepper, and cedarwood interprets Zan's grounded strength through texture, form, and natural structure. Rather than replicating the fragrance literally, the botanicals are arranged as wearable sculpture that reflects the scent's quiet confidence and earthy elegance.
Wardrobe Pairing
The Jasmine Gown was selected for its effortless silhouette and soft architectural drape. Its understated elegance allows the botanical crown to remain the focal point while reinforcing Zan's refined, grounded character through simplicity and restraint.
Mast — 02
Floral Crown
Inspired by Italian bergamot, coconut, and orange blossom, Mast's floral crown celebrates warmth, luminosity, and tropical abundance. Layered citrus blossoms and vibrant botanicals create a composition that feels radiant, expressive, and full of movement—capturing the fragrance's joyful energy.
Wardrobe Pairing
The Renata Gown complements Mast through its sculptural metallic texture and warm golden tones. Together with the fragrance, the look evokes sunlit luxury while creating a seamless dialogue between color, materiality, and silhouette.
Noor — 03
Floral Crown
A dramatic composition of Madagascar black pepper, French rose, and lavender reflects Noor's layered sophistication. Soft florals contrast with darker botanical elements, creating a sculptural crown that balances romance, mystery, and quiet strength.
Wardrobe Pairing
The Sharlena Gown was selected for its organic leaf-inspired construction, naturally echoing the botanical composition of the crown. Its sculptural form reinforces Noor's connection to nature while elevating the fragrance through refined, contemporary elegance.
Global Story
Concept B
Instead of beginning with Cult Gaia's origins, this creative direction celebrates the fragrances through the landscapes, cultures, and botanicals that inspired them. Each scent becomes its own destination, transforming fragrance into a visual journey across the world.
Native Landscapes
his creative direction explores each fragrance through the landscapes that inspired its ingredients. Each scent is brought to life within an immersive visual world shaped by its geography, native botanicals, and cultural atmosphere. These environments influence every creative decision, from location and color palette to wardrobe, lighting, and styling. The result is a cohesive campaign that transforms fragrance into a visual journey, allowing each destination to become an extension of the scent itself.
Zan — 01
Zan is envisioned within a world inspired by Guatemala's rich landscapes and architectural heritage. The setting would feature lush cardamom fields, weathered cedarwood, layered earth tones, and soft fog drifting through the environment to evoke the fragrance's grounded character. Whether photographed on location or recreated through an inspired set design, the visual direction would celebrate texture, natural light, and sculptural form, creating imagery that feels immersive, refined, and deeply connected to the fragrance's place of origin.
Mast — 02
Mast is envisioned within a world inspired by Brazil's lush tropical landscapes and vibrant botanical richness. The setting would feature dense palm groves, citrus orchards, coconut palms, and bursts of orange blossom illuminated by warm, golden sunlight. Whether photographed on location or recreated through an inspired set design, the visual direction would embrace saturated greens, sun-washed textures, and sculptural tropical foliage to reflect the fragrance's radiant energy. Every frame would celebrate the warmth, abundance, and effortless sensuality of Brazil, creating an immersive world that feels vibrant, luxurious, and alive.
Noor — 03
Noor is envisioned within a world inspired by Madagascar's dramatic landscapes and rich botanical diversity. The setting would feature rugged volcanic terrain, sweeping grasslands, fields of black pepper, and delicate layers of French rose and lavender illuminated by warm, amber light. Whether photographed on location or recreated through an inspired set design, the visual direction would embrace deep shadows, smoky textures, and rich earthy tones balanced by soft florals to reflect the fragrance's complexity. Every frame would celebrate the contrast between strength and softness, creating an immersive world that feels mysterious, sophisticated, and quietly powerful.
The Global Muse
Rather than telling the story through multiple models, this creative direction follows a single global muse whose journey naturally connects the collection's diverse origins. As she moves through each destination, the changing landscapes, botanicals, and wardrobe become visual expressions of each fragrance while her presence provides continuity across the campaign. The result is a more intimate narrative that celebrates travel, craftsmanship, and discovery through one recognizable perspective.
Aureta serves as the casting inspiration for this concept due to her authentic relationship with Cult Gaia and founder Jasmin Larian. Having been a longtime supporter of the brand, she embodies the effortless sophistication, global perspective, and elevated lifestyle that define Cult Gaia's identity. Casting a familiar face with a genuine connection to the brand creates a more believable and emotionally resonant campaign than a traditional celebrity partnership, allowing one muse to seamlessly guide the audience through each fragrance's destination and story.
Wardrobe
The wardrobe direction builds upon Aureta's signature style while reinforcing Cult Gaia's sculptural design language. Each look was intentionally selected for its architectural silhouette, refined craftsmanship, and ability to complement the distinct personality of each fragrance without competing with it. Together, the garments create a cohesive visual narrative that feels effortless, elevated, and unmistakably Cult Gaia, allowing fashion and fragrance to exist as one unified expression of the brand.
