Collanine Colorate enters U.S. market with Guest in Residence pop-ups

Collanine Colorate is entering the U.S. without a wholesale parade, choosing instead to test demand through Guest in Residence stores in Los Angeles and New York. The first pop-up will run from May 21 to 23, 2026, at the Los Angeles outpost, followed by a New York activation from May 27 to 29, 2026. For a small Italian jewelry label, the move is a sharp commercial signal: rather than asking American buyers to discover the brand through a standard market rollout, it is meeting them inside Gigi Hadid’s built-in retail audience.

The jewelry itself gives the strategy its logic. Collanine Colorate makes colorful beaded necklaces, often finished with pearls and seashells, and says each piece is handmade in Italy with semiprecious stones, freshwater pearls, shells and glass beads. The brand’s appeal sits in that mix of materials, playful enough to read as summer, but grounded in natural components that give the pieces texture and weight. It also offers personalized pendants engraved with a phrase, a letter or a date, which pushes the line beyond simple costume sparkle and into the sentimental territory that makes small jewelry brands feel worth keeping.

The U.S. debut follows a fast, deliberate expansion path. Collanine Colorate opened its first Milan flagship on Via Mameli in 2024, then built out temporary stores across Italy before moving into Madrid, Lisbon and Paris. The label has already developed a following far beyond fashion insiders, and its founders, Lorenzo Franchini of Forlì and Giacomo Giovagnoli of Rimini, have helped turn the brand into a cult object among celebrity wearers and regular shoppers alike. Angelina Mango wore it at Sanremo, and Italy’s Olympic gold-medal volleyball team wore it in Paris, adding public visibility to a business that still relies on intimacy, color and hand-finished materials.

The tie-up with Guest in Residence grew organically through stylist Margherita Moro, who has worked on the knitwear label’s campaigns and used Collanine Colorate necklaces to finish its ready-to-wear looks, especially pearl and seashell pieces that echo the brand’s palette. Guest in Residence, founded by Gigi Hadid in 2022, opened its first flagship at 21 Bond Street in New York in October 2023 and describes itself as a luxury knitwear brand built around “Future Heirlooms” meant to last years, not seasons. That makes the pop-up more than a retail cameo. It is a clear test of whether playful, color-driven jewelry can ride celebrity retail credibility into the American market faster than a conventional wholesale launch ever could.