Gigi Hadid launches her first jeans with a Moroccan-Italian model by her side

Malika El-Maslouhi poses with Gigi Hadid in the photographs unveiled for the launch, reported this Sunday, September 20, Arab News. Bella Hadid is also taking part in the campaign, which is set in a world inspired by the American West.

The collection marks a turning point for Guest in Residence. Founded in 2022 by Gigi Hadid, who serves as its creative director, the brand had until now specialized in cashmere clothing. It is venturing into denim for the first time.

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Four jeans cuts are being offered: Traveler, a high-waisted, wide-leg model; Everyday, with a straight and relaxed cut; Weekender, more tapered and featuring a raw hem; and Workday, inspired by work pants with knee reinforcements.

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To design this new line, Gigi Hadid enlisted American denim specialist Benjamin Talley Smith, who has notably collaborated with Khaite, Madewell and Rag & Bone. The American model explains that jeans have long held a central place in her wardrobe, alongside cashmere, which has become her brand’s signature.

Guest in Residence now operates boutiques in New York and Los Angeles, in addition to its online store and distributor network. This first jeans collection should enable it to expand its offering beyond knitwear.

Born in Milan to a Moroccan father and an Italian mother, Malika El-Maslouhi began her modeling career at 18. She has since walked for Dior, Chanel, Valentino and Jacquemus. She has also taken part in campaigns for Calvin Klein, Off-White and Lanvin.

The Moroccan-Italian model is already well acquainted with the world of denim. In particular, she had been chosen for a campaign by the American brand Frame Denim. She had also worked with Guest in Residence in spring 2026.

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This new collaboration gives her a place in an important stage of the development of Gigi Hadid’s brand, alongside two of the best-known models in the world.