Hadid settled on four styles because, she says, she felt each “fits into different parts of my life.” There’s the Traveler, cut with a wider silhouette from the softest of the denims. It has a higher waist, a wider, slightly-flared shape, and comes in a buttery, lightweight weave, which Hadid describes as “soft, flowy, and chill.” It is, she says, “perfect” to wear on an airplane. Then there’s the Weekender, with a slightly straighter cut and crafted from similarly soft denim, “great for running errands like walking the dog or a Sunday brunch.” The Everyday, meanwhile, is cut from a slightly “firmer” denim in a classic straight-leg silhouette, ideal for casual office attire. And, finally, the Workday, with a very on-trend workwear, double-knee look and functional pockets. Each pair comes in a small edit of different colors or washes, and Hadid plans to cycle in more seasonally, as she does with her cashmere pieces. “There’s something that feels right for every personality and occasion, and that we designed to pair with our knitwear,” she said. “I wanted something that fits every part of life in that way. And these are the ones that, I think, are true to my style.”
For a launch this important, Hadid had to get just the right model for the campaign. Enter… her own sister, Bella. “She’s always like, ‘When are you going to put me in a campaign?’ We joke about it,” Hadid says. “And I’m like, ‘Obviously I’m going to.’ I wanted to wait till it felt right.’ And for launching jeans, knowing we were going to do this shoot, it was just perfection. So I called her, and I’m like, ‘Bells, will you please be in our campaign?’ And she was like, ‘Oh my God, do you think I’m a good model? You’re hiring me?’” she says, giving her eyes a sisterly roll.
“It was so funny,” Gigi grins. “Oh my gosh, to be a creative director with Bella Hadid on set.”
In the end, the denim, like the cashmere, is both a bit of a selfish proposition (something she can wear herself) and a little gift to her customers; one that, she hopes, genuinely improves their lives. “The feeling I want for people is that your clothes are your home away from home,” she affirms. “You put things on, you pack them so that when you get somewhere, you’re not fidgeting and sitting at a first date with someone thinking about how your pants are rubbing the wrong way between your thighs. I want these to be clothes that people put on and know that they look presentable and great, and also feel like themselves in.”
Shop the collection below.
Guest in Residence
Weekender jeans
Guest in Residence
