The pair put their heads together in New York and conceptualized the entire collection in a single sitting. “It was a nostalgic moment for the both of us,” muses Aiello, adding: “It was almost like we were teenagers again, sitting on a couch with endless ideas and big dreams.”
The collection is informed by their beachy, surf chick backgrounds, but also nods to times spent at the Hadid family farm in Pennsylvania, a place Gigi, her sister Bella and their friends regularly escape to for a break from their busy daily lives. For Frankie, the spot holds “so many memories of family and love and friendship”, which manifested in warm colors and nostalgic prints. Gigi was behind the G+F tree stump motif that is a recurring theme, and also came up with the mother and baby deer graphic—a nod to her own journey as mother to daughter Khai—that appears in the second drop.
Frankie and Gigi were photographed in the collection by another close friend, Alana O’Herlihy, for the campaign, and—predictably, given how well these women know one another—the energy on set was “contagious”, says Frankie. “What’s amazing about Gigi and Alana is that we all are constantly supporting each other and cheering each other on, so coming together to collaborate on a project is something we will never forget.”
