Guest In Residence is bringing the West to fall
The cashmere label founded by Gigi Hadid unveiled its Fall 2026 campaign starring Gigi and Bella Hadid, shot at Diamond Cross Ranch in Jackson Hole, Wyo. The working ranch setting, framed by grasslands and mountain peaks, ties the collection to the brand’s take on American West dressing: rugged, refined and easy.
“Being in nature has always been where Bella and I feel most at peace and connected – to each other, to animals, and to the freedom of open spaces,” Gigi Hadid said. “Spending much of our childhoods at the barn taught us to appreciate the simple moments: the lessons horses have given us, the beauty of slowing down, and the feeling of being completely present. It has been deeply meaningful to have her join Guest In Residence for this campaign – returning to our roots, celebrating the bond we share, and getting to create together in a space that is so grounding.”
Shot by Clara Balzary, the imagery captures the pace of ranch life, with morning rides, fresh air and wide-open landscapes. The collection leans into lived-in comfort, with earthy colors, heritage prints, tartans and a ’70s undertone. Cardigans and crewnecks take cues from vintage striped blankets, while jackets come with hand-woven fringe trims and cowhide-style prints. Plaid skirts, layered workshirts and tailored sets round out the lineup.
“This collection is shaped by nature’s quiet beauty, designed to move through it with authenticity and intention,” Hadid said. “Time-worn cashmere, heritage patterns, warm palettes and lived-in denim feel naturally at home in the open air.”
The collection will be available Aug. 27 at Guest In Residence stores in New York and Los Angeles, online at guestinresidence.com and through select wholesale partners worldwide.
In other brand campaign news, Teyana Taylor Fronts Alaïa’s Summer-Fall 2026 Campaign
The Evolution of Guest in Residence Design Language
Since its inception, Guest in Residence has positioned itself as a steward of elevated essentials, but the Fall 2026 collection signals a distinct maturation in its design vocabulary. Moving beyond the foundational crewnecks and joggers that established the brand’s reputation, this season introduces a more considered approach to silhouette and texture. The integration of tailored separates-structured blazers reimagined in cashmere blends, and plaid skirts cut with a precision that nods to Savile Row-demonstrates an ambition to dress the modern consumer for a broader spectrum of occasions, from the ranch to the city boardroom.
The technical execution of the heritage prints warrants specific attention. The tartans and blanket stripes are not merely surface decorations; they are woven into the fabric construction, utilizing a double-faced knitting technique that ensures pattern integrity on both the interior and exterior of the garment. This commitment to structural integrity extends to the hand-woven fringe trims on the outerwear, a detail that requires specialized artisan labor and elevates the pieces into the realm of collectible luxury. It is a clear signal that the label is deepening its investment in craftsmanship as a core brand pillar.
Styling the Collection: From Ranch to Runway
The versatility of the Fall 2026 lineup lies in its ability to transcend the specific geography of the campaign imagery. For the urban wardrobe, the oversized cardigans in vintage striped blanket patterns function as sophisticated outerwear alternatives, layering seamlessly over silk slips or tailored trousers for evening engagements. The crewnecks, rendered in the brand’s signature heavyweight cashmere, serve as anchoring pieces for high-low styling; paired with the collection’s lived-in denim and a structured leather tote, they navigate the downtown office environment with ease.
For the weekend escapes that inspire the collection’s narrative, the layered workshirts and cowhide-print jackets offer a studied take on Western wear that avoids costume territory. The key is in the material contrast: the softness of the cashmere tempers the ruggedness of the fringe and leather accents. Accessories play a pivotal role in this translation. The brand suggests minimal jewelry-perhaps a single signet ring or heritage watch-allowing the texture of the knits and the depth of the earth-toned palette-rust, ochre, deep forest, and charcoal-to remain the focal point. It is a masterclass in quiet luxury that prioritizes tactile experience over logo recognition.
Sustainability and the Slow Fashion Commitment
Underpinning the aesthetic narrative is a rigorous supply-chain philosophy that aligns with the ‘slow fashion’ ethos implied by the campaign’s ‘slowing down’ motif. Guest in Residence sources its raw fibers from certified regenerative farms in Inner Mongolia, where grazing practices are managed to restore soil health and biodiversity. This traceability extends to the spinning and dyeing facilities in Italy, which operate on closed-loop water systems and utilize low-impact, OEKO-TEX certified dyes to achieve the collection’s rich, earthy palette without the environmental toll of conventional processing.
The brand’s ‘Forever Cashmere’ initiative takes center stage this season, offering a complimentary repair service for the lifetime of the garment. This program, staffed by specialist knitwear technicians at the New York and Los Angeles flagship locations, addresses everything from moth holes to seam reinforcement, actively combating the disposable mindset prevalent in contemporary retail. Furthermore, the Fall 2026 packaging has transitioned to 100 percent recycled and recyclable materials, with dust bags crafted from organic cotton offcuts from the production line. It is a holistic approach that positions the purchase not as a seasonal acquisition, but as a long-term investment in a garment designed to age gracefully alongside its owner.
