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
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
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