Gigi and Bella Hadid reunite for their first campaign together since 2021, starring in Guest in Residence’s Fall 2026 “Guest in the West” campaign. Shot by Clara Balzary at Diamond Cross Ranch in Wyoming, the sisters trade their usual fashion-world setting for a cinematic Western landscape, complete with horses, cowboy hats, denim, leather chaps, fringe, and colorful cashmere.
Guest in the West Campaign
The campaign arrives at an important moment for Gigi’s brand. Since launching Guest in Residence in 2022 as a cashmere-focused label, Gigi is now expanding into denim and a broader Western-inspired wardrobe. The campaign therefore does more than showcase the new collection—it establishes a new visual identity for the brand, pairing its signature softness with the ruggedness of the American West. As Gigi explains, “Denim has always been at the heart of how I dress — it’s what I live in alongside cashmere; that combination has become my uniform.”
Bella’s involvement makes the concept feel particularly natural. The sisters grew up horseback riding on their mother Yolanda Hadid’s farm, making their cowgirl personas more than a styling exercise. Bella, whose relationship with Western culture has become increasingly visible in recent years, has even appeared in Yellowstone and continued pursuing her passion for horses. Their shared history gives the campaign an authenticity that a conventional celebrity casting could not quite replicate.
Guest in the West Campaign
The campaign plays into that chemistry through a playful cowgirl showdown, with the sisters facing each other across a field before reaching for their holsters. In the accompanying images, they pose alongside horses and against Wyoming’s mountainous landscape, dressed in plaid shirts, striped knits, paisley scarves, cowboy hats, denim, and fringed layers. The styling manages to balance Western Americana with the cozy, colorful sensibility that defines Guest in Residence.
Most importantly, the campaign marks Bella’s first appearance for Guest in Residence, turning the project into both a family reunion and a strategic brand evolution. By bringing together Gigi’s cashmere expertise, Bella’s growing Western identity, and the sisters’ long-standing fashion credibility, Guest in Residence is effectively moving from a niche knitwear label toward a fuller lifestyle wardrobe—one where cashmere meets denim, and luxury gets a little bit country.
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