Collanine Colorate brings colorful beaded necklaces to Guest in Residence pop-ups

Gigi Hadid is giving Collanine Colorate its clearest U.S. runway yet. The Italian label, best known for stacked beaded necklaces that nod to childhood nostalgia, will move into Guest in Residence stores in Los Angeles from May 21 to 23 and New York from May 27 to 29, a pairing that could move colorful necklaces from vacation souvenir to weekday staple.

The match grew the way strong retail partnerships often do, through use rather than hype. Stylist Margherita Moro, who has worked on Guest in Residence campaigns, had already been using Collanine Colorate pieces to style the brand’s ready-to-wear looks, especially versions finished with pearls and seashells. Guest in Residence’s Italian marketing manager then proposed trunk shows after noticing how aggressively Collanine Colorate had been leaning into pop-ups across Europe.

Founded during the pandemic by Lorenzo Franchini and Giacomo Giovagnoli, Collanine Colorate built demand through word of mouth and influencer placements before moving into a wider retail footprint. The brand opened its first Milan flagship on Via Mameli in 2024, then tested international demand with pop-ups in Madrid, Lisbon and Paris in 2025. Its core language remains the same: simple beading techniques, bright color, and necklaces designed to be stacked rather than worn alone.

That ease is part of the appeal. The assortment now stretches beyond the original strands to natural stones, steel finishes, pearls, shells, glass beads and polished hard stones, and Collanine Colorate has said it sources deadstock materials across Italy. Earlier in 2025, the brand also expanded its silver and gold-plated jewelry collection and introduced customization, a sign that the label is trying to become more than a one-note novelty. The move matters because the strongest everyday jewelry often balances playfulness with enough substance to keep returning to it.

Guest in Residence gives that idea a fitting stage. Founded by Hadid in 2022 and built around 100% cashmere, the brand opened its first New York flagship at 21 Bond Street in NoHo in 2023 and its Beverly Hills store at 433 N Beverly Drive in late 2024. Hadid has described those spaces as places where she wants people to feel like they are in “a creative friend’s home.” Paired with Collanine Colorate’s nostalgic beads, that intimate retail idea makes the case that colorful necklaces are no longer just a summer detour. They are becoming part of the daily uniform.