A New Era for Knitwear

With Guest in Residence, Hadid aims to bridge the gap between expensive cashmere and accessible fashion that lasts for generations. The label offers a variety of knitwear, including hats, sweaters, pants, and polo shirts. "Cashmere has a transformative effect," explains Hadid. "But it's often associated with a certain seriousness and luxury." Her goal is to modernize this image by offering classic cuts in vibrant colors at affordable prices—what she calls "funky classics."

Diverse Collections

The brand features three main collections: Core, Seasonal, and Drops. The Core collection offers timeless basics that are available year-round—essential pieces for everyday wear that don't follow fast fashion trends. Seasonal includes seasonal designs that are updated quarterly, while Drops present limited editions and special collaborations.

A Peek Behind the Scenes

On Instagram, Hadid gave her fans insights into the brand's creation process. One photo shows her in her Manhattan office, where she and her team—including stylist and editor Gabriela Karefa-Johnson and knitwear designer CJ Kim—are reviewing color swatches. "Colors are very instinctive for me," Hadid describes her creative process. "I sat on the floor of my office with all these color swatches and let my feelings guide me. A big part of my process is sitting with the team, closing our eyes, and putting ourselves in our customers' shoes to see what they would see."

The Path to the Brand

Hadid's interest in cashmere was sparked in 2019 during Milan Fashion Week. "I wanted to understand why two brands, both selling 100% cashmere sweaters, could have such different prices—from $90 to $3000." After visiting various cashmere manufacturers, she realized that the differences lay in the quality of the fibers used. While short fibers wear out faster, long fibers are often prohibitively expensive. Hadid saw an opportunity to make high-quality material accessible and sustainable. "Many people believe that cashmere is difficult to care for because it's seen as a luxury item. We want to debunk that myth. A key part of Guest in Residence is the educational aspect—it's about investing consciously and learning how to care for these garments so that they last a lifetime and can even be passed down."

Quality and Sustainability

Guest in Residence uses high-quality, long cashmere fibers to prevent pilling and ensure the best possible quality. The knitwear is crafted with a special technique that provides durability through weight and texture, while also offering a buttery-soft feel. Longevity is a central part of Hadid's design philosophy. She still owns cashmere pieces passed down from her parents—a thought deeply embedded in the brand's ethos. "We are all just guests in our own clothing," she says. "These pieces had a life before us, and if we take good care of them and invest in quality, they will have a life after us as well."