Article Summary: The Gigi Bella Hadid Guest in Residence campaign puts both sisters in cowboy hats and chaps at a Wyoming ranch for Fall 2026. It is Bella's first appearance for her sister's label, their first joint campaign since 2021, and a preview of the brand's move into denim.
Gigi Hadid and Bella Hadid Debuted Guest in Residence’s Western Campaign in Wyoming
By Runway Magazine Editorial Team
Two sisters, two cowboy hats, one staged showdown in an open field. Gigi Hadid cast the only model who could match her on camera, and she did not have to leave the family. Furthermore, the pairing ends a five-year gap.
The Gigi Bella Hadid Guest in Residence campaign is the Fall 2026 “Guest in the West” shoot, photographed by Clara Balzary at Diamond Cross Ranch in Wyoming. Released August 27, 2026, it marks Bella’s first appearance for her sister’s cashmere label and the pair’s first joint campaign since 2021.
Why Did Gigi and Bella Hadid Reunite for Guest in Residence?
Because the concept required someone who could genuinely ride. Both sisters grew up on horseback at their mother Yolanda Hadid’s Pennsylvania farm, and both have returned there regularly since the 2010s. Therefore the Western framing is biography, not costume.
The why-now is commercial. Guest in Residence launched its Fall 2026 collection on August 27, and the brand is about to move outside knitwear for the first time since Gigi founded it in 2022. Consequently, this campaign has to carry more weight than a seasonal knit drop.
A Five-Year Gap, Closed
The last time the Hadid sisters campaign machine put them in the same frame was Versace’s Spring 2022 advertising, shot in 2021 alongside Donatella Versace in matching latex. Before that, they modeled together for Balmain, Fendi, Moschino and Burberry.
Runway history runs deeper still. They walked Tom Ford, Max Mara and Marc Jacobs together, and closed Anna Sui’s Spring 2018 show after Gigi lost a heel mid-walk.
Inside the ‘Guest in the West’ Shoot
The teaser arrived on Instagram on August 25. The sisters stand across a field, size each other up to a twangy Western score, then both reach for their holsters. The brand’s caption named Bella “everyone’s favorite cowgirl.”
Balzary’s stills lean warmer than the video. Gigi leans on a fence in a red, white and beige striped sweater under a paisley scarf. Bella pulls a flannel button-up cardigan over a red plaid shirt.
A second clip puts both women on horseback in matching brown fringed jackets. Notably, the horses are real working animals, not props parked for a set.
What the Hadid Sisters Wore
Gigi, 31, anchors the standoff in a red striped sweater, a matching red neck scarf, jeans and a black cowboy hat, with her hair plaited into pigtails. The Hadid sisters cowgirl styling stays deliberately unpolished.
Bella, 29, goes fuller Western. She layers a red plaid shirt under a brown-and-red cardigan, then adds a brown cowboy hat, dark-wash denim, brown leather chaps and a Western belt.
The Knitwear Doing the Work
Guest in Residence cashmere remains the engine underneath the theme. One frame places both sisters beside a horse — Bella in a gray cardigan and blue plaid shirt, Gigi in a cow-print jacket over a black button-up.
Bella also wears a horse-patterned intarsia cardigan. That piece is the tell: intarsia is slow, expensive knitting, and the brand put it on the sister who is not the founder.
Bella Hadid western style has been building all year, alongside the harder-edged direction traced in Bella Hadid’s dark glamour comeback. Similarly, this campaign extends rather than resets it.
The Denim Expansion Behind the Western Theme
The cowgirl concept has a business reason. Guest in Residence Fall 2026 introduces the label’s first women’s denim line, developed with US denim designer Benjamin Talley Smith, whose credits include Khaite, Madewell and Rag & Bone.
WWD reported the collection’s development, quoting Hadid describing denim and cashmere as her uniform. We covered the full pricing and fit breakdown in our Guest in Residence denim report earlier this month.
That line does not arrive until September 10. Meanwhile, the campaign does the work of teaching customers to associate this brand with jeans before a single pair goes on sale.
Who Else Wears the Brand
The label has quietly accumulated a serious wearer list. Taylor Swift wore its Shrunken Polo sweater in New York in June. Hailey Bieber attended the Los Angeles store opening.
Hello Magazine’s report on the campaign notes Bella had already worn the brand’s cable cardigan on her own Instagram before signing on formally. Consequently, the casting reads as confirmation rather than conversion.
The broader shift — founder-led labels using family as campaign talent — runs through our celebrity style coverage this year.
What Comes Next
September 10 is the date that matters. Four jeans silhouettes will test whether a cashmere brand can hold a second category, and whether a campaign shot on horseback converts into denim sales.
Watch Gigi’s own runway calendar too. She walked Balenciaga’s Fall 2026 couture show in July, her first couture appearance in four years, and the September shows begin in days. Runway Magazine will cover both.
