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Gigi Hadid Reveals the Story Behind Her Brand’s Name, Guest in Residence, at the ‘Vogue’ Forces of Fashion Summit

At the Vogue Forces of Fashion Summit in New York City on Friday, Gigi Hadid spoke to stylist Gabriella Karefa-Johnson about her recently launched cashmere brand Guest in Residence.

Featuring pieces from the collection – Karefa-Johnson in a lilac cashmere cardigan, Hadid, in an oversized blazer and sweater combo – the two true friends discussed the creative process of bringing the brand to life. Karefa-Johnson, who styles for Guest in Residence, commented on Hadid’s intuitive taste in design. The model revealed that as a small company of just 13 people, she is very hands-on and responsible for every detail, from color combinations to picking out buttons. She also talked about how sustainability plays a role in the line.

“I was expected to come out with something that was a fast-fashion kind of situation… People use that to get to consumers quickly and make a quick buck… but with this brand I want people really support and invest in pieces for a long time,” she said. Hadid praises her grandmother for teaching her clean sweaters by hanging them outside (rather than using water), as well as the value of “investing in garments that can last you a long time.”

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As any entrepreneur knows, timing is everything – and for Hadid, the pandemic was the right time for her to explore another professional avenue. She knew she couldn’t model forever and she was a creative at heart. And when she got pregnant, she thought having a brand and office space was “a lot more sustainable than” [having] the fear of being in a different country every week and having a child.”

Hadid also shared how the brand got its name. “Once I was staying in a hotel during fashion week and I saw this letterhead ‘Guest in Residence’. I thought, ‘What does that mean?'” she said. “I think we are all guests in our own bodies… we are guests in the homes we live in, this planet, and what keeps me comfortable… comes from always being comfortable with what you wear.”

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