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Gigi Hadid’s Guest In Residence Challenges Fast Fashion

Supermodel Gigi Hadid has added a new title to her long list of accomplishments; founder and creative director of Guest In Residence. The brand officially launched on September 7th of this year, just a month after it was officially named. 

Initially, this launch seems quite predictable, as it follows the recent trend of celebrities flooding the market with brands tailored to whatever they are famous for. What started with Kylie Jenner capitalizing on her viral hyaluronic acid-filled lips has turned into celebrities everywhere selling makeup, skincare, and clothing. Do you want Hailey Bieber’s perfect skin, well, then buy her skincare line. Want Kim Kardashian’s perfect curves? She sells shapewear! The list goes on. 

Guest in Residence, in contrast, is a clothing brand full of colorful 100% cashmere loungewear, sweaters, and jackets with prices ranging from $195 to $745. In a culture of constant consumption, made possible by popular fast fashion brands like Shein selling clothes for a few dollars, the price range of Guest in Residence seems inaccessible. This was purposeful.  

In a statement posted earlier this week, Guest in Residence announced its mission. “We are guests on this planet and in our bodies. Guests in our clothes. Guests when we travel or step out of our comfort zone. We can even feel like guests to ourselves, navigating life while learning who we are,” the press release reads. “The one guarantee as a guest is that your trip isn’t permanent. Therefore, time is a guest’s ultimate luxury. We designed Guest In Residence with time in mind. While our own time may be finite, we set out to create future heirlooms, constructing pieces with integrity and intention. We hope our pieces represent well-lived lives for generations.”

Gigi Hadid emphasized this point in an interview with Jimmy Fallon. She talked about the importance of buying clothes with intention, underscoring the gravity of buying quality over quantity. She asked fans not to buy ten of her sweaters but to instead save up for only one. A sentiment that fundamentally challenges the dominant consumption patterns of Americans today. 

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