Carhartt WIP’s Spring/Summer 2025 campaign is presented as a series of chromatic vignettes, offering a textured, kaleidoscopic view of the season.
High-contrast hues and scattered light leaks create a dreamlike distortion of Joshua Gordon’s raw, documentary-style photography, with overexposed elements that feel like they are fading into memory. Guided by Gordon’s music and sound design, some scenes seem suspended in time, while others spiral out of reach, capturing a dual sense of reflection and momentum.
Similarly, this season’s collection brings together the past and present, with items that are grounded in the classics, yet lean towards the contemporary.
Joshua Gordon is an Irish-born, London-based artist who works across photography, video and collage, as well as music. Gordon’s collaboration with Carhartt WIP on its latest Spring/Summer campaign marks ten years since their first campaign together in 2015.
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
Photographer & Director: Joshua Gordon
Stylist: Charlotte Moss
DOP: Zoë Que
Hair Stylist: Oummy Chan
Makeup Artist: Kenya Vallet
Models: Tyrone, Nicolas, Sam, Cecilia & Zara
Editor: Rocco Rivetti
Production: Rosco Production