Carhartt WIP’s Fall/Winter 2024 campaign unfolds in an empty, remote location, as daylight fades into night and the boundaries of reality begin to shatter.
Everyday scenes are interrupted by fragments of the uncanny: A hand on fire. Figures cloaked in smoke. Battle axes and angel wings. Inspired by the idea of suburban teenage boredom, rebellion, and elements of ritualistic fantasy, the campaign was conceived by the Paris-based creative agency Ill-Studio, with imagery by photographer Nadine Fraczkowski, and a video by director Theodor Guelat. Key to this is an atmospheric approach to lighting and unsettling sonic textures, which offer a twist on a typical Carhartt WIP campaign.
The looks featured are taken from this season’s collection, and in their archetypal Carhartt WIP silhouettes and fabrications, offer a sense of timelessness; of stability amidst an oneiric landscape.
Established in 2007, Ill-Studio is a creative practice operating at the intersection of cultural analysis, narrative design, and visual language. This cross-cultural approach allows it to conceptualize and create projects across various different fields, from art and design to music and film. The studio previously collaborated with Carhartt WIP on an exhibition accompanying the launch of the brand’s Archives book.
Downloads
Contact
Federica De Carlo
fdecarlo@carhartt-wip.comAbout Carhartt Work In Progress
Established in 1994 by Edwin Faeh, Carhartt Work In Progress (WIP) develops its own collections based on original Carhartt workwear. The brand combines authentic adaptations of these robust American archetypes, while engaging with the subcultures that have embraced it. This, in turn, has seen Carhartt WIP place itself in a new context and bring forth its own classics.
Carhartt WIP opened its first store in London in 1997 and today operates over 80 brick and mortar locations worldwide. It also has its own skate team and music department, while supporting an array of artists and releasing various in-house publications. Since 2010, Carhartt WIP has worked with a number of like-minded collaborators, including A.P.C., Converse, Fragment Design, Junya Watanabe, Nike, Underground Resistance, and Motown.
Credits
Creative Direction: Ill-Studio
Photographer: Nadine Fraczkowski
Director: Theodor Guelat
DOP: Nadia Szymanska
Production: Septembre00
Stylist: Juan Corrales
Set Designer: Tom Schneider
Hair Stylist: Joy
Groomer: Whitney Kril
Casting Director: Kyra Sophie
Music: Oon Ooff Audio