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Gigi Hadid’s Soft Power

The supermodel’s cashmere label, Guest in Residence, has quietly become a $30 million business—profitable, well-liked, and largely unrecognized as hers.

Gigi Hadid Guest In Residence pop-up store new york
But while Hadid has 76 million followers on Instagram, and was on two Vogue covers this year, the brand’s customers seem mostly drawn to the product, not the celebrity connection. Photo: Taylor Hill/Getty Images
Sarah Shapiro
October 28, 2025

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You can see directly into supermodel Gigi Hadid’s NoHo apartment from her store on 21 Bond Street, but most customers browsing the striped polo knits, cashmere vests, and quilted wool-cashmere puffer jackets at Guest in Residence have no idea they’re shopping a celebrity brand. Instead, they’re congratulating themselves on finding a sweet spot, price- and quality-wise, between Quince and cashmere from The Row or Elder Statesman. Sure, it’s still a celebrity vanity project, but one with the potential to become something more.