Carhartt WIP’s Fall/Winter 2024 campaign unfolds in an eerie, deserted locale, where daylight succumbs to night and the veil of reality begins to blur. Everyday moments are fractured by the bizarre: a hand ablaze, figures enveloped in smoke, battle axes juxtaposed with angel wings.
Creative Direction: @illstudio
Photographer: @nad_1n3
Director: @theodorguelat
Stylist: @juanvcorrales
Carhartt WIP Fall/Winter 2024: A Surreal Journey into Suburban Fantasy
This campaign, inspired by suburban teenage boredom, rebellion, and shades of ritualistic fantasy, is the brainchild of Paris-based creative agency Ill-Studio, with haunting visuals crafted by photographer Nadine Fraczkowski and a surreal video directed by Theodor Guelat. The atmospheric lighting and disquieting sonic textures twist the narrative of a typical Carhartt WIP campaign, adding an unnerving charm.
The showcased looks, embodying classic Carhartt WIP silhouettes and materials, invoke a sense of timeless stability amidst a dreamscape. Established in 2007, Ill-Studio thrives at the crossroads of cultural analysis, narrative design, and visual artistry. Their cross-cultural methodology empowers them to create groundbreaking projects across diverse domains, from art and design to music and film. Their previous collaboration with Carhartt WIP includes a celebrated exhibition for the launch of the brand’s Archives book.
