Gigi Hadid ventures into retail with a 100% cashmere knitwear brand

About 10 years ago, Gigi Hadid left the sunny city of Los Angeles, where she had lived all her life, for New York, on the opposite coast of the United States of America (USA). When she got there, she quickly realized that she wasn’t prepared to deal with the difference in temperatures: “I’m always the person who’s cold, even when other people are hot,” she confessed to the magazine. Fashion.

To survive the winter, she wore two pieces of clothing that she borrowed from her parents: a turtleneck sweater from her mother and a cardigan from her father. Both cashmere. He remembers them when talking to the same magazine about the launch of its Guest in Residence brand, which became available in the US this Thursday, September 8. Next Monday the 12th it will be on sale worldwide through the online store.

The offer for men and women is made up of garments with basic cuts. They are classic models ranging from sweatshirts with hoodies, turtleneck sweaters, cardigans, runners, Shorts, shirts, robes Y skirts. But there are also accessories: scarves, Caps Y stockings. On the composition label, everything is made from 100 percent cashmere.

Whoever enters the Guest in Residence website will be able to detect some similarities with the characteristic imagery of United Colors of Benetton: the images of the campaign show expressive models, of various ages, genders and ethnicities, dressed in basic garments that arrive in various colors, from the most discreet tones to the most vivid. Prices range from €122 for a pair of socks to €956 for bathrobes. The vast majority of the offer is unisex, with sizes that can vary between XS and XXL.

The company’s value statement reads: “We are a 100% cashmere knitwear brand that creates quality, heritage garments for all. We introduce you designs to last for years, not seasons“. The meaning of the name, they explain, is based on the concept that human beings are “invited to reside” on this planet, in their own body and clothing. “We can even feel invited in ourselves,” continues the text of the online store, which also touches on the importance of time and creating pieces that last.

“Both my mom and dad were very good at investing in things they liked and they always showed me that as I got older,” Hadid said. Fashion. The focus on quality is present in the cashmere used in its brand products, made from Magnolia Biodegradable Fibers. “I want clothes that are sustainable and realistic to have for a long time,” she continues. “If we treat cashmere properly, it can last for decades.”