Cult Gaia’s Eau De Parfum collection
In 2024, Cult Gaia expanded into fragrance with its debut Eau de Parfum Collection, capturing the brand’s signature blend of artistry, nature, and modern luxury. Each scent embodied femininity and timeless elegance, marking a new chapter in Cult Gaia’s evolution as a lifestyle brand.
The launch introduced a captivating journey through the essence of Zan, which beautifully captures the power and grace of a woman. It’s a great start to a collection that embodies the brand’s vision. However, with two more fragrances— Mast and Noor —there was an opportunity to expand the story and elevate the whole sensory experience of this collection. Each scent carries its rich narrative, inspired by nature, travel, and cultural significance, just by looking into the notes of each fragrance online.
Noor
Zan
Mast
the way i would have ENHANCEd THE Storytelling behind this launch
By diving deeper into the storytelling of all three fragrances, I believe in creating a more immersive, multi-dimensional experience that mirrors how Cult Gaia transforms everyday moments into art.
My two concepts focus on amplifying the individual essence of each fragrance and creating a cohesive yet distinct visual narrative for each, including aesthetic tone (lighting, colors, setting, wardrobe). However, when all three stories are seen together, they form a harmonious collection incorporating multi-sensory elements, showing how these fragrances evoke taste, touch, and sound, not just smell. Through visual storytelling, I envision deepening the connection between the fragrances and their stories.
#1 Crown & Arc
Arc & Crown directly references the two key elements: the flower crowns (representing the top notes of each fragrance) and the arc (from both the bottle and the iconic bag). It's simple yet powerful and clearly connects the brand's past and present.
This concept would emphasize how Jasmin's (The founder of Cult Gaia) journey began with the creation of flower crowns, and it's only fitting to honor this origin story through the lens of Cult Gaia's fragrance collection. Each fragrance—Zan, Mast, and Noor—has its own distinct top notes that evoke natural, rich environments. By crafting flower crowns made from the top notes of each scent, creating a visual and sensory tribute to both the brand's beginnings and its evolution into a multi-dimensional luxury house.
Additionally, the bottle design of the fragrances originates from the same arc as Cult Gaia's iconic arc bag. This timeless shape ties together the past and present of Cult Gaia's brand. To honor this, elements of the arc bag could be incorporated into each visual—whether through the models' accessories or subtle design cues in the setting.
#2 a global story
(Option 1: Cost Effective)
This concept would create a sensory and immersive visual experience, emphasizing the natural origins of the fragrances. Imagine three diverse models in worlds of the top notes of each fragrance. We would create almost surreal landscapes, each with a different atmosphere. This concept should make the viewer feel like they can almost smell the ingredients just by looking at the rich imagery we could create. It’s pure and raw and would fit beautifully with Cult Gaia’s organic, earth-inspired aesthetic.
(Option 2: Iconic Flex)
Another option would be to tell this story through the lens of Aureta, known for her fabulous travel adventures and impeccable fashion sense. Aureta embodies the spirit of luxury, exploration, and style, making her an ideal fit for the Cult Gaia brand. Given her close friendship with Jasmin, casting Aureta would bring a sense of authenticity to the campaign and offer a subtle yet significant connection. This collaboration would feel personal and genuine, like a nod to their shared history—a slight flex, even though we know it’s a major one. By focusing on a single model with a robust global presence, the narrative would remain cohesive, blending the rich origins of each fragrance with the refined elegance of Aureta’s world. Her influence would effortlessly tie together the brand’s signature artistry, global flair, and sophisticated storytelling, making the campaign feel intimate and aspirational.
Zan
A crown of Guatemalan cardamom, pink pepper, and cedarwood, evoking the strength and grounded essence of Zan. The arc of the iconic bag, a powerful branding element, could be subtly incorporated into the model’s accessories or even the setting, with earthy tones that mimic the scent’s grounding nature.
Mast
A crown featuring Italian bergamot, coconut, and orange blossom symbolizes Mast’s lush, tropical warmth. The arc could be mirrored in the model’s surroundings—whether in the curvature of props or the design of the setting—tying back to the collection’s bottle shape.
Noor
A crown made of Madagascar black pepper, French rose, and lavender captures Noor’s radiant complexity. The arc could be reflected in both the model’s pose and the subtle use of the iconic bag within the visual, adding sophistication and continuity between fragrance and design.
Wardrobe Selections
The intention is to select one gown for all three models, ensuring visual cohesion across each scene without distracting from the intricate details of the floral crowns, which represent each fragrance. The gowns will complement rather than compete with each fragrance, keeping them as the focal point of each shot.
Three options stand out:
The Jasmine Gown
This choice honors Jasmin and the evolving lanes she creates. It ties together her whole world of fashion, fragrance, and her original floral crowns, creating a more profound narrative connection.
The Renata Gown
An iconic option, this gown’s design would seamlessly complement each fragrance. The gold trim at the base of the fragrance caps resonates with the gown’s luxurious tones, creating harmony in each shot.
The Sharlena Gown
With its patchwork leaf design, this gown is a natural fit for the theme of paying homage to Jasmin's floral crowns. Its organic texture reinforces the connection to nature and each fragrance's essential ingredients.
Each gown offers a unique way to create cohesion while allowing the floral crowns and fragrances to remain the campaign star.
Zan
In a world of Guatemalan landscape architecture, the ideal set location for this fragrance would be in Guatemala, or we would create an inspired set design. The colors would be earthy and deep. The model could be walking through or captured in the fragrant fields, focusing on the plants' natural, rich texture. Close-ups of cardamom plants, earth tones, a powerful, connected-to-nature aesthetic, or deep green fields mixed with elements like cedarwood structures or incense smoke wafting in the background.
Mast
This fragrance is envisioned in a Brazilian tonka bean grove, surrounded by ripe fruits, tropical leaves, and warm sun. The model’s interaction with the environment should emphasize the luscious, vibrant energy of the fragrance. Imagine lush, green, vibrant tropical settings with golden sunlight or soft lighting, accented by bursts of color from orange blossoms. The fragrance is a tropical celebration, so Brazil’s sun-kissed beaches or vibrant rainforests would perfectly complement the bergamot and coconut notes. Picture a model basking in the sun's golden glow, with lush foliage and tropical fruits
Noor
A Madagascar-inspired set design could be used for shooting in its native land. The landscape could be illuminated with warm, amber lighting to emphasize the depth and complexity of the fragrance. Imagine spicy, smoky fields with dark, rich contrasts to balance the ethereal light, or with roses and lavender scattered throughout, blending softness and strength. Vibrant, earthy visuals with rich tones can be used to represent the black pepper. Noor's smoky pepper and light can be captured in the vast, open Savannahs or near volcanic landscapes. A model standing against a backdrop of dramatic cliffs, with golden light hitting the black pepper fields, can convey its rich, spicy essence.
Wardrobe Selections
These looks lean more into the narrative of option one.
The three models will share similar textures and patterns in their outfits, creating a strong visual cohesion across the distinct environments. While each model embodies a different world tied to their respective fragrance, the outfits will subtly connect them through shared design elements, reflecting the natural ingredients of the scents. This unity ensures that the fragrances are seen as part of a harmonious collection, with each photo complementing the others to form a cohesive, visually stunning series.
These looks lean more into the narrative of option two.
These selections embrace the sculptural essence that defines all of Cult Gaia’s creations. Each fragrance is carefully chosen to perfectly complement the selected look, creating a harmonious fusion of fashion and fragrance. The styling, inspired by the brand’s signature artistry and structure, ensures that the wardrobe not only enhances the visual impact but also aligns seamlessly with the distinctive character of each fragrance. This unique approach reflects Cult Gaia’s commitment to unique, sculptural design.