HADID’S CAPSULE: Gigi Hadid’s cashmere brand Guest in Residence plans to launch a limited-edition capsule collection with LuisaViaRoma, WWD has learned.
Expected to encompass extra-fine rib knit cardigans with fluid bell sleeves, one-shoulder jersey tops and lightweight skirts, among other items, the range of exclusive styles and colors will drop at the retailer’s flagship store in Florence and online platform on Sept. 22, alongside the label’s main fall 2023 collection.
On the eve of the launch, Hadid and LuisaViaRoma will fete their collaboration with an intimate dinner at the storied Il Baretto al Baglioni location in Milan, which is expected to see the model’s fashion inner circle in attendance.
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To wit, Hadid defined Milan Fashion Week “the perfect occasion to celebrate this collaboration surrounded by people who inspire me.”
Meanwhile, the LuisaViaRoma Florentine store will dedicate to the tie-up two installations — one this month and one to be staged in November — as well as multiple activations off- and online.
Founder and creative director of the brand, Hadid officially launched the fashion label in September last year, after having teased the project on social media with behind-the-scenes images of the design process, which sparked instant internet buzz at the time.
Earlier this year, Guest in Residence released an exclusive co-branded capsule with The Snow Lodge, the sister property of The Surf Lodge, located at the St. Regis in Aspen. It consisted of three 100 percent cashmere styles, including an oversize hoodie and true crew, and boasted a co-branded logo.
As reported, this launch followed two interactive “Feel Shop” pop-up stores that opened in New York City and Aspen for the holiday season. Both locations featured a schedule of interactive activations, including pottery classes; shop-and-sip events; hand-embroidery services on products; gift wrapping and specialty floral arrangements, in addition to a meet-and-greet with Hadid.
To round out the activations, specialty Guest in Residence holiday windows were also unveiled at Antonia in Milan at the time.
While this is Hadid’s first clothing brand, she has been in the fashion world virtually her whole life, starting her modeling career as a toddler, when she appeared in a campaign at the age of two. She ultimately signed with IMG in 2011 and made her New York Fashion Week debut in 2014. Ever since, she has become one of today’s biggest models, working with all the major design houses and fronting advertising campaigns for brands of the likes of Miu Miu, Versace, Jacquemus, Hugo Boss and Self-Portrait, to name a few.
Hadid made a foray into design by collaborating with brands including Frankies Bikinis, Reebok, Stuart Weitzman and Tommy Hilfiger. In particular, her tie-up with Hilfiger marked the first time a celebrity codesigned a collection and shared the label with the American designer.