Bella Hadid has joined sister Gigi’s brand Guest in Residence for its first-ever denim campaign.
The model, 29, teamed with Gigi Hadid, 31, for a western-themed fall 2026 campaign that marks Bella’s debut appearance for the label the elder Hadid launched in 2022. The sisters faced off in jeans, chaps and cowboy hats for a shoot lensed by Clara Balzary on a horse farm in Jackson Hole, Wyoming, with mountains sprawling behind them.
On Wednesday, the Hadid sisters and the brand jointly teased the collection with a video showing the pair walking toward each other, hands planted on hips, adjusting their cowboy hats as they locked eyes from yards away. “We have a guest in the West … Everyone’s favorite cowgirl Miss @bellahadid,” the caption read.
Gigi spoke with WWD about the denim launch earlier this month, sharing, “Denim has always been at the heart of how I dress — it’s what I live in alongside cashmere; that combination has become my uniform.”
The expansion into denim represents a strategic move for Guest in Residence, which built its name on cashmere pieces before this western pivot. Gigi looked to her younger sister to help carry the brand into the new category, making the sibling face-off both a family affair and a business calculation.
In celebration of the launch, Gigi shared one of the campaign images showing the pair with a horse on her Instagram Stories, writing, “Sisters Hadid.”
The collaboration reunites the Hadid sisters in front of the camera for the first joint campaign since their 2021 Versace appearance, where they fronted the luxury brand hand-in-hand. They have also shared major runway moments, including bookending the 2024 Victoria’s Secret show with both the opening and closing looks of the night.
The Wyoming backdrop and western styling signal a deliberate aesthetic departure for Guest in Residence as it diversifies beyond its cozy knitwear origins. The horse farm setting and mountain vistas provided a dramatic stage for the denim debut, with both sisters embracing the cowgirl motif through chaps and rugged denim layered with cashmere pieces.
This fall marks Bella’s first time appearing in any capacity for Guest in Residence since Gigi founded the brand three years ago. The sisters’ combined star power offers the label significant visibility as it competes in the increasingly crowded celebrity-founded fashion space.
The campaign images and video began rolling out Wednesday across the brand’s social channels, with the full collection set to follow in the coming months.