The End Is Near in Carhartt WIP’s Eerie Fall/Winter 2024 Campaign

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As a connoisseur of streetwear and a fan of Carhartt WIP, I must say their Fall/Winter 2024 collection campaign has left me utterly captivated. Having grown up in the suburbs myself, the gritty, dystopian narrative resonates deeply with my own adolescent experiences. The rebellious energy and unsettling atmosphere perfectly encapsulate the angst and boredom that often come hand-in-hand with teenage life.

After unveiling its Fall/Winter 2024 collection, urban fashion brand Carhartt WIP has debuted its accompanying campaign, which vividly portrays the seasonal clothing pieces within a rich and somber storyline.

The upcoming campaign is brainstormed and executed by Ill-Studio, a Parisian agency, featuring photography by Nadine Fraczkowski and a video helmed by Theodor Guelat. Previously known for designing Carhartt WIP’s Archives book exhibition, the team now delivers their distinctive narrative style in this new project, employing dynamic visuals and disquieting sounds to evoke a sense of dystopia.

The inspiration for Carhartt WIP’s latest campaign transforms their usual idyllic countryside setting into a rundown backdrop, moving from rebellion and fantasy to the monotony of suburban teenage life. Instead of the usual dreamy vibe, the models are seen trudging through the scenes with visible angst and apprehension. The collection’s utilitarian elements, such as fleeces, flannel shirts, and workwear garments, are shown in a new light, acting as armor amidst the disorder.

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.

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2024-09-20 16:25