In contrast to Carhartt WIP’s SS25 lookbook, which was shot against a blank studio wall, the official campaign features high-saturation photographic collages by artist Joshua Gordon.
The London-based artist utilizes his signature reworked style for a kaleidoscopic showcase of the brand’s latest line. Gordon’s documentary-style photography, characterized by high-contrast hues, disparate light leaks, and illustrations, is accompanied by a special video campaign where the artist showcases his music and sound design.
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Gordon’s latest work for Carhartt marks 10 years since the partners first collaborated in 2015 for the brand’s SS15 campaign. The previous campaign was characterized by a more conventional format, featuring black-and-white photos of the collection against a collaged frame.
The reunion is fitting for the SS25 collection, which bridges the past and present by offering a mix of archival styles and contemporary reinventions. Borrowing inspiration from the brand’s various design eras, the collection includes vintage 1990s-style denim and chambray, campus-inspired sportswear, heavyweight overshirts and tailored jackets.
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See Gordon’s Carhartt WIP SS25 campaign in the gallery above and shop the collection now at the brand’s web store.
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