With Guest in Residence, Hadid aims to bridge the gap between expensive cashmere and accessible fashion that lasts for generations. The label offers a variety of knitwear, including hats, sweaters, trousers, and polo shirts. "Cashmere has a transformative effect," Hadid explains. "But it's often associated with a sense of seriousness and luxury." Her goal is to modernize this image by offering classic cuts in vibrant colors at affordable prices—the so-called "funky classics."

The brand comprises three main collections: Core, Seasonal, and Drops. The Core collection offers timeless basics available year-round—essential everyday pieces that aren't subject to the rapid pace of fashion. Seasonal features seasonal designs updated every three months, while Drops showcases limited editions and special collaborations.

Hadid gave her fans a glimpse into the brand's creation process via Instagram. One photo shows her in her Manhattan office, reviewing color swatches with her team—including stylist and editor Gabriela Karefa-Johnson and knitwear designer CJ Kim. "Colors are very instinctive for me," Hadid explains of her creative process. "I sat on the floor of my office with all these color swatches and let my feelings guide me. A big part of my process is sitting with the team, closing my eyes, and putting myself in our customers' shoes to see what they would see."

Hadid's interest in cashmere was sparked during Milan Fashion Week in 2019. "I wanted to understand why two brands offering 100% cashmere sweaters could have such different prices—from $90 to $3,000." After visiting various cashmere mills, she discovered that the differences lay in the quality of the fibers used. While short fibers wear out more quickly, long fibers are often prohibitively expensive. Hadid saw an opportunity to make high-quality material affordable and sustainable. "Many people believe that cashmere is difficult to care for because it's considered a luxury item. We want to dispel that myth. A key part of Guest in Residence is the educational aspect—it's about making a conscious investment and learning how to care for these garments so they can last a lifetime and even be passed down."

Guest in Residence uses high-quality, long cashmere fibers that prevent pilling and offer the best possible quality. The knitwear is crafted using a special technique that ensures durability through weight and texture, while still providing a buttery-soft feel. Longevity is a central part of Hadid's design philosophy. She still owns cashmere pieces passed down from her parents—a notion deeply reflected in the brand's ethos. "We are all just guests in our own clothes," she says. "These pieces had a life before us, and if we take good care of them and invest in quality, they will continue to live on after we are gone."