At Gigi Hadid’s Guest in Residence pop-up, a fan is crying. And not the kind of tears that can be wiped away with a flick of the wrist, but the sort of heavy sob that leaves you short of breath, with your head between your knees.
Hadid’s cashmere line is now available at The Feel Shop, on 12 Mercer Street in New York City’s Soho, until September 17th. On opening day, fans lined up outside in the rain for a chance to meet the supermodel, holding sunflowers provided by the brand. Hadid was excited about the opening, she told BAZAAR, because it meant "the first opportunity to feel it,” although she likely wasn’t prepared for just how much everyone would feel in the cozy space, which was packed with her bright pink bubblegum cashmere turtlenecks and sunflower yellow cardigans.
But that’s just what happens when you’re one of the most famous faces of fashion in the entire world. And Hadid was more than happy to console the sobbing fan. Grabbing her for a hug, she joked, “You’re going to make me cry!”
Guest in Residence, a line of 100% cashmere knits, launched a little under a week ago, and Hadid herself gets emotional thinking about it. We’re living in an era of celebrity brands, and many of them just feel like a bunch of products with a famous name slapped on. Hadid’s Guest in Residence isn’t like that at all, though: Her name can’t be found on a single label, and cozy truly is her brand.
While her sister, Bella Hadid, is more likely to be spotted in a skin-tight archival designer corset and low-rise body-con leather pants, Gigi’s off-duty style mostly consists of oversized pants, Birkenstocks, and sweaters. Let’s not forget she also showed up to this year's Met Gala in an enormous red silk puffer jacket by Versace that the internet thought looked like a high-fashion sleeping bag. “My goal in life is to look as chic or put together as possible while always being comfortable. I very rarely, even on red carpets, will wear things that I feel uncomfortable in throughout the event because I just feel like I can't be myself as much when I'm thinking about what I'm wearing in that way.”
Guest in Residence is meant to make you feel good and look good. It’s so comfortable, Hadid says she often wears it on airplanes. Recently, a United stewardess asked her where her yellow crewneck sweater was from because it was “the best color” and made her “so happy.” Hadid is beaming while telling the story because it made her happy, too.
“I know people are like, Oh, you know, I'm sick of my office job. And I'm so stoked to go into an office with the same people everyday,” she says. She even went as far to say she "much prefers" being a creative director to being a model. Her favorite part of the process is laying on the floor “staring” at all of the colorful swatches, which she’s documented on Instagram many times over the past few of weeks alone. But the most “special” color to her is the yellow because it’s become such a signature at the office. “I’m obsessed with it.”
And while it’s evident the fans running into The Feel Good Shop would do anything for Hadid, she doesn’t want them to buy every single piece in every single color. Guest in Residence is meant to be about forever pieces, which is where the brand’s tagline “Future Heirlooms” comes from. “I didn’t think of it as pieces that were bought and worn by one person, but like, How can these pieces be passed down?"
Once everyone has calmed down in The Feel Shop, Hadid offers advice on which sweater everyone should get. The emotional fan, no longer sobbing, assures her she's definitely going to keep her cashmere forever—and probably wear it on the plane back home to Florida.