Sisters Gigi and Bella Hadid have teamed up for the first time to star in the fall advertising campaign for the knitwear brand Guest In Residence, a project owned by Gigi Hadid. The campaign, titled “Guest in the West,” is more than just a fashion release; it’s the sisters’ personal statement about freedom, nature, and family ties.
The shoot took place at Diamond Cross Ranch in Jackson Hole, Wyoming. The location, with its golden pastures, mountains, and horses, helped recreate the atmosphere of Gigi and Bella’s farm childhood. According to Gigi, it is in the natural environment and in the stable that the sisters feel most free and especially close to each other.
The new collection includes soft cashmere items with cowboy and vintage motifs: retro striped cardigans, hand-knitted fringed jackets, cowhide prints, plaid skirts and work shirts. The line is now available for purchase on the brand’s official website, as well as in flagship stores in New York and Los Angeles.
The campaign’s teaser video has generated particular buzz: it features Gigi and Bella playing out a playful “cowboy duel” in the spirit of Westerns. Wearing cashmere sweaters, leather chaps, and cowboy hats, they exchange expressive glances to the tune of signature music, and then seem to reach for their holsters. Media outlets are calling the video cinematic and stylish—in particular, journalists from the publication PEOPLE.
Concept The campaign feels organic thanks to the sisters’ real-life backgrounds. As The Zoe Report notes, Gigi and Bella are true “horse girls”: they grew up on their mother, Yolanda Hadid’s, farm in Pennsylvania, and their passion for equestrianism remains an important part of their lives. In the context of Bella’s image, journalists also recall her participation in rodeos with her cowboy boyfriend, Adan Banuelos, and her guest role on the TV series Yellowstone—all of which makes the brand’s presentation especially sincere.
In addition to aesthetics, the press also highlights the business component of the project. According to WWD and Runway Live, the campaign marks the expansion of the brand’s product range: Guest In Residence, which previously specialized in premium cashmere, is launching its first women’s denim line this fall. The line was created in collaboration with American denim designer Benjamin Tully Smith, known for his work with Khaite and Madewell. Experts believe that Western styling helps to create the necessary associations in the audience in advance, even before the official start of sales.
Fashion Week Daily notes that in the four years of its existence, the Gigi Hadid brand has proven its demand: flagship stores are successfully operating in New York and Los Angeles, and such celebrities as Taylor Swift and Bradley Cooper are among the brand’s fans.
