GIGI HADID LAUNCHES INAUGURAL DIRECT-TO-CONSUMER CASHMERE BRAND GUEST IN RESIDENCe

Gigi hadid announces the launch of guest in residence, her inaugural direct-to-consumer luxury cashmere brand. Hadid is the founder and creative director of the brand, designed to honor timeless designs and craftsmanship while building a renewed version of heritage heirlooms for all generations.

HADID’S TRAVEL DURING HER ILLUSTRIOUS MODELING CAREER INSPIRED THE BRAND NAME.

“Reflecting on years of travel and transience, away from home regardless of the place, I was a guest in residence. Of course, those existential thoughts can creep up of feeling homesick, but I always tried to find ‘home’ within myself – my internal residence. I became comfortable with the concept of a guest in residence. And it made me think further: We’re guests on this planet and in our bodies, guests when we travel, and indeed, guests in our clothes. Clothes, when well made, can have many different lives, different owners, and di erent stories. The genesis of Guest in Residence is to honor past heirlooms and give life to new ones spanning generations,” said Hadid.

Second-hand cashmere sweaters, handed down by Hadid’s parents when she moved to New York, were cozy, portable keepsakes for Hadid while on the road. Each piece, with its own history, feel, and personality, allowed Hadid to adopt a cherished family heirloom and make it hers. A sweater, to Hadid, isn’t clothing; it is a story, a marker of time and memory, and something that contextualizes her world. This inspired Hadid to design thoughtful knitwear that anyone can wear, style, love, and ultimately pass on to their loved ones, whomever they might be.

A SYMBOL OF ELEGANCE AND REFINED COMFORT, CASHMERE HAS LONG BEEN VIEWED AS A LUXURY, UNATTAINABLE FOR SOME.

Hadid wanted to shift this paradigm using her world-class fashion experience and quirky sense of style to create a fresh o ering with approachable pricing, with most items less than $300. The Guest in Residence core collection dubbed ‘’funky classics’’ by Hadid is 100% cashmere featuring timeless silhouettes, including cashmere sets, joggers, hoodies, robes, beanies, scarves, and socks in calming palettes of almond, cream, turmeric, navy, black and steel. There is also a cheerful infusion of vibrant colors, like sunflower, royal blue, cherry, bubblegum, lime, and lavender, which Hadid hopes will encourage playful style twists. Many pieces are unisex, with some even sizeless, further encouraging self-expression.

FOR THE LAUNCH CAMPAIGN, HADID CHOSE A TEAM FROM THE POWERFUL NEW GENERATION OF TALENT EMERGING IN FASHION…

…including photographer Pablo Di Prima and stylist Gabriella Karefa-Johnson. Hadid believes they embrace new ideas while understanding the importance of cultural heritage. The campaign is a visual time capsule titled Yearbook, memorializing a time and place for our community. Hadid selected 100 people, from infants to centenarians, to illustrate Guest in Residence’s timelessness and intergenerationality. Many of the models featured are family and friends of Hadid, including Tonne Goodman, Grace Coddington, Luiz Mattos (Hadid’s life-long agent), and Waris Ahluwalia, among others.