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.
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Contact
Federica De Carlo
fdecarlo@carhartt-wip.comAbout Carhartt Work In Progress
Carhartt Work In Progress (WIP) is a clothing brand that adapts and modifies the core products of the pioneering American workwear brand Carhartt to create its own collections. Established in 1994 by Edwin Faeh, the brand’s audience is just as likely to associate its iconic yellow C motif with late 90s hip hop videos or skate clips, as they are with factories or manual labor. This distinction is key in defining what Carhartt WIP does. Carhartt WIP engages with different cultural spheres: from Detroit and Berlin’s symbiotic techno scenes, to skateboarding and its communities that span Paris, New York, and Seoul, to the contemporary art world. The brand channels these influences, representing the culture which has formed around it. This can be seen and felt in its collections, its imagery, and its choice of partners and collaborators. Today, Carhartt WIP operates over 100 brick and mortar retail stores across Europe, Asia, and the US, as well as working with select wholesale clients.
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