Carhartt WIP

Oct 2025

For the Fall 2025 ad campaign, Carhartt WIP leans into the authentic grit and lived-in charm that has defined its legacy in streetwear and fashion. Through the lens of photographer Dan Regan, the imagery embraces a raw, documentary-style aesthetic that captures the brand not as a static object, but as a staple of everyday life. Creative director Ben Dorado masterfully orchestrates a series of intimate scenes, moving from the industrial, moody geometry of locker rooms to the nostalgic, domestic warmth of suburban living rooms. The collection’s signature heavy-duty canvas jackets, raw denim, and quilted layers are presented through a lens of editorial minimalism, where the focus remains steadfastly on texture and human connection. With styling by Brezhanè Townsend, the campaign avoids the polished artifice of traditional fashion photography, opting instead for natural light and candid moments that make the workwear-inspired silhouettes feel grounded and accessible. By utilizing a live-action technique, the project bridges the gap between commercial appeal and documentary portraiture, highlighting the functional durability of the garments against an backdrop of everyday realism. Casting director Michele Mansoor rounds out the vision by selecting talent that brings a sense of quiet authenticity to the frame, ensuring the campaign feels like a genuine reflection of contemporary culture rather than a staged product showcase.

Lifestyle, Editorial

Natural light

Streetwear, Fashion