S/S24 Women’s: Soft Focus
Shot on the outskirts of Paris by Léa Ceheivi, the Carhartt WIP S/S24 women’s collection is situated in the languorous haze of high summer.
The images depict ordinary, everyday moments, from the mundane to the intimate; solitude to companionship. “It's funny that there’s this feeling of boredom,” says Ceheivi. “Because that’s the mindset I had at the time. I wanted something warm, calm, peaceful, cocooning and connected.” Having wrapped a music video for “Generator” by French electro duo Justice, Ceheivi “felt the need of going back, of feeling more rooted” to family and friends.
“Naturally, the topic of sisterhood came to me,” Ceheivi says. “I had an idea of what I wanted as a woman. And Brianna [Toomer] has these strong features, this strength and coolness that I really associate with Carhartt WIP.”
In the images, the S/S24 collection is framed by the warm, saturated hues of a family home, with soft jersey sweatshirts and pants mirroring the ease of the surroundings. These are paired with loose-fit denim work pants and lightweight boxer shorts.
Léa Ceheivi is a Paris-based director, photographer, and visual artist whose body of work spans fashion campaigns, editorials, and short films, as well as music videos and album artwork.
The Carhartt WIP Spring/Summer 2024 women’s collection is now available from Carhartt WIP stores, carhartt-wip.com, and select global retailers.
Contact
Joseph Biais
jbiais@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: Léa Ceheivi
DOP: Adrien Lallau
Stylist: Jenn Abey
Production: Aswan
Set Designer: Joris Navarro
Hair Stylist: Aude Andrea Gbazi
Makeup Artist: Daurianne Emboule
Casting Director: Conan Laurendot
Models: Brianna Toomer & Claire Jolivier