Guest in Residence built its whole premise on secondhand cashmere — sweaters worn by someone else first. For its first campaign in denim, it sent Gigi and Bella Hadid to a ranch in Wyoming to see what a borrowed costume looks like on two people who have spent their whole careers being compared to each other.
That's the useful tension in dressing anyone as a cowgirl: the costume predates the wearer by a century and outlasts every brand that touches it. Guest in Residence's own founding language calls its garments part of "a revolving door of life," pieces meant to move from owner to owner rather than end with the person who bought them first. Western wear runs on the same logic without ever having to state it — a bandana, a boot cut, a hat brim have been circulating through other people's closets since long before either sister was born.
Bella appears in a Guest in Residence campaign for the first time in this one, which matters more than a casting note. Gigi is the label's founder, so the "face-off" premise puts the person who designed the clothes inside the same frame as the person modeling them for the first time, with no visual cue distinguishing which role either sister is playing at any given moment.
