Carhartt: Carhartt WIP S/S 25

Mar 2025

The Carhartt WIP S/S 25 campaign captures the brand's signature utilitarian aesthetic through a raw, observational lens. Shot by photographer Julia Marino with styling by Rebecca Purshouse, the project leans into a documentary-style approach that emphasises authentic human movement and textured, tactile environments. The imagery moves between sun-drenched outdoor scenes and stark, monochrome portraits. The collection is presented across a variety of settings, from urban streetscapes and weathered wood surfaces to intimate interiors, all bound by the consistent use of natural light and analogue film grain. By focusing on candid interactions and detailed close-ups of garments and accessories, the campaign highlights the functional simplicity inherent in the collection.

Editorial, Vertical

Analogue / film, Natural light

Lookbook