5 questions to Gigi Hadid about her brand Guest in Residence

As New York vibrates to the rhythm of the Spring/Summer 2023 Fashion Week, supermodel Gigi Hadid launched her new cashmere brand Guest in Residence last Saturday at The Feel Shop, her pop-up boutique dedicated to the event located in the trendy district of Soho. Alongside the vibrant and coloured cashmere collections she designed by herself, a bunch of sunflowers and her sister Bella’s Kin Euphorics drinks are displayed on a colourful backdrop in a welcoming atmosphere. Sunshine yellow, bubble gum pink, cerulean blue – the famous one from The Devil Wears Prada –, caramel beige, pale grey, and lime green, appear on polo shirts, hoodies, joggers, cardigans, and sweaters in an elegant yet functional way. Without any logo, or distinctive sign, Gigi Hadid bets on discretion, quality, and durability with creations designed to last for years.

NUMÉRO: How did the idea for your label Guest in Residence come about?
GIGI HADID: I love to feel good in my clothes and I very rarely wear pieces that feel uncomfortable to me, even on red carpets or at events, because I feel like I can’t be myself. My creative process starts as I close my eyes and picture moments for my pieces to live in, at home, on a trip, or on vacation for instance. I also imagine how they can be passed on and worn by people with different styles. I never thought of these creations as clothes that would suit one person only.

What is the concept behind your Feel Shop, dedicated to the launch of Guest in Residence?

Guest in Residence is a label which targets customers online, but it was important to me to offer a space where customers can experience the brand during the launch week. The pieces we are showing today are part of our core collection, and they are meant to be available in different colours and weights. Once our customers have discovered our pieces in the shop, they will have a better idea of what they will buy online later on. At the end of the day, The Feel Shop invites you to feel the brand.

All the sweaters have a story and hold memories. What is your best memory with one of your Guest in Residence sweaters?

That’s a story I shouldn’t share [laughs…]. I think one of my best memories goes back to before I even announced the launch of Guest in Residence. I was on a plane wearing the yellow crewneck sweater when a stewardess came up and asked me where it was from because the colour made her happy! Of course, I wanted to tell her it was mine! It is great to wear something you have designed and that people like, even though they don’t know that you have made it.

As a model, how does it feel to be on the other side and to become the designer?

I prefer working with my creative team at the office for sure. It is a truly different experience. Modelling is a very interesting job because you collaborate with new people every day, people who are used to working together, so you have to adapt quickly.

As the artistic director of your brand, what is your biggest challenge?

I find that the creative part is actually quite easy to grasp and inventing a universe and characters for the brand is fun. The hardest part is probably facing the gaze of others because I want to give the best of me and to make all the people working with me proud. I put a lot of pressure on myself about that.

The Feel Shop by Guest in Residence, open until September 17th, 2022, from 11am to 19pm on 12 Mercer Street, 10013 New York City. Find the collection on www.guestinresidence.com.