Following the launch of the seasonal collection, Carhartt WIP is launching a new campaign that showcases its incredible Fall/Winter 2024 collection. The campaign immerses the warm garments in a compelling and dark narrative.
The campaign’s production involved a collaborative effort from an incredible team, including the Parisian agency Ill-Studio, Nadine Fraczkowski, and Theodor Guelat. The agency previously worked on Carhartt WIP’s Archives book exhibition, and now they’ve taken their signature storytelling to this new campaign by giving it a dystopian feel.
The campaign draws inspiration from themes of rebellion, ritualistic fantasy, and suburban teenage boredom, transforming Carhartt WIP’s picturesque countryside into a gritty setting. The models navigated the carefully designed set that mirrored themes of angst and dread and showcased utilitarian garments as fashion statements and protective gear. Visit the brand’s website to view the entire campaign and shop for the Fall/Winter 2024 collection.
