Coming off the launch of its Fall/Winter 2024 collection, streetwear label Carhartt WIP has now released its supporting campaign that vividly captures the seasonal garments among a deep and dark narrative.
The new campaign comes ideated and produced by Parisian agency Ill-Studio, with imagery by Nadine Fraczkowski and a video directed by Theodor Guelat. Having previously conceptualized Carhartt WIP’s Archives book exhibition, the latest project sees the agency continue to bring forth its signature storytelling – this time using impactful motion and unsettling sound to create a dystopian aura.
From rebellion and ritualistic fantasy to the tropes of suburban teenage boredom, inspiration behind the campaign turns Carhartt WIP’s typically dream-like countryside setting into a more dilapidated backdrop. Trudging through the scenes with noticeable angst and fear, the featured models showcase the collection’s utilitarian aspect in an alternative way with fleeces, flannel shirts, and other workwear garments becoming a body of armor amongst the chaos.
Take a closer look at the new campaign by Ill-Studio in the gallery above.
To shop Carhartt WIP’s Fall/Winter 2024 collection, head to the brand’s website now.