gigi hadid is the creative director of guest in residence. guest in residence is a luxury cashmere brand that sells basics and accessories in cashmere. because cashmere is quite expensive, gigi hadid markets it as an heirloom item. As an heirloom, it can be passed down generations, giving you as a consumer a higher ROI. Additionally, if you can't afford sweaters or pants, guest in residence sells lower price point items like socks and scarves.

guest in residence is unique because gigi hadid is more accessible as a creative director to millenials and gen-z but she is selling a luxury product. gigi hadid uses her presence on social media as a way to promote guest in residence. as a model, she has also been in campaigns for guest in residence and can be seen in the social media for the official guest in residence account as well. this allows customers to feel connected to gigi, who makes herself feel relatable across her personal page, and therefore connected to her brand, guest in residence.