Gigi Hadid recently marked the expansion of her luxury knitwear brand, Guest in Residence, with a new Madison Avenue storefront. The event celebrated the opening of the company's fourth location in New York City.

The "sweater weather cocktail attire" of Gigi Hadid

Arriving at the celebration, Hadid modeled what she termed "sweater weather cocktail attire," a look that perfectly encapsulates the current shift toward comfort-driven luxury. According to the report, the model paired a red plaid tartan skirt from her own Guest in Residence collection with a charcoal-colored halter top and two-toned leather cowboy boots, which were a gift from designer Donatella Versace.

This ensemble reflects a broader movement in fashion where the boundaries between loungewear and evening wear are increasingly blurred. Rather than opting for restrictive formal silhouettes , modern luxury is leaning into tactile, high-quality textures—in this case, 100% cashmere—that allow the wearer to feel "cozy" while remaining polished. Hadid’s choice to mix earth-toned hues and varied textures suggests that the era of the perfectly matched set is being replaced by a more curated, eclectic approach to dressing.

From 2022 beginnings to a Madison Avenue presence

Since its founding in 2022, Guest in Residence has experienced significant growth, moving from a celebrity-backed concept to a brand with a growing physical footprint.. The line is deeply rooted in Hadid's personal history, with the designer noting that her vision was inspired by the hand-me-down sweaters she wore from her parents during her childhood.

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By placing the new store on the Upper East Side, the brand is leaning into a specific kind of New York nostalgia. As Hadid told WWD, the neighborhood feels "quintessential New York" and evokes the atmosphere of iconic old movies. This strategic positioning helps the brand move beyond mere "merch" and into the realm of a lifestyle label that celebrates both heritage and modern comfort.

Caviar, potato chips, and four celebratory cakes

The opening event was designed to feel more like a home gathering than a stiff corporate launch.. The store's second floor featured books and board games to evoke a "homey vibe," a sentiment echoed by the eclectic catering. The source reports that guests were treated to unconventional pairings, such as caviar served with potato chips and martini glasses filled with cigarettes.

To mark the milestone of reaching four locations, Hadid concluded the evening by blowing out candles on four separate cakes. Each cake was dedicated to honoring one of the brand's existing Guest in Residence sites,emphasizing the rapid scaling of the business since its inception.

Which major cities host the rest of the Guest in Residence footprint?

While the brand's expansion is clearly underway , several details regarding its global reach remain unverified. The report mentions that Guest in Residence has opened locations in "major cities," yet it does not specify which other cities currently host the brand's retail presence. Additionally,while the brand has seen "considerable growth" over the last four years, it remains to be seen how the label plans to maintain its boutique, personal feel as it continues to scale its luxury knitwear empire.