DUBAI: US Palestinian Dutch supermodel and brand founder Gigi Hadid has released her latest collection — and a new summer campaign — under her cashmere label Guest in Residence.
The new line was inspired by New York, according to Hadid, who founded her brand in 2022.
“I’m endlessly inspired by New York City — a place I’ve called home for many years — and the notion that we’re all guests here. For our collection, we embrace the great duality every New Yorker faces in Summer: the thrill of a busy day in the city, paired with the urge to hop in a car with friends and escape to somewhere quiet and laid-back. No matter where you find yourself, our cashmere pieces embrace a spirit of timelessness that always works,” Hadid is quoted as saying on the Guest in Residence Instagram page.
The launch was complemented by a video campaign shared on social media, in which Hadid is joined by fellow models as they explore New York in the summer.
Paolo Santosuosso acted as the campaign’s art director, while the looks were styled by Elizabeth Fraser-Bell.
Hadid launched her clothing label, which features soft, colorful knitwear, in September 2022.
“Over the last handful of years, I didn’t want to be backed into starting my own line just because there was an offer on the table or a deal to be made,” she wrote to her followers on Instagram at the time.
“The earliest days of Guest in Residence came about when I started to question the cashmere market, and those answers gave me a path,” she added.
“I believe that because of its sustainable qualities — natural and made to cherish and to pass down — cashmere is a luxury that should be more accessible.”
Celebrities including Blake Lively, Ryan Reynolds, Taylor Swift and Bradley Cooper have been spotted wearing the label’s designs.
In June, Hadid also unveiled a new campaign with Brazilian footwear brand Havaianas.
The model, who launched a line with the flip flop label, starred in a vintage-inspired series of photographs. In the shots, she shows off slippers from her collection with the brand and is seen wearing retro outfits on a beach.
