For its latest campaign, Carhartt WIP headed to coastal Spain to shoot an editorial showcasing its FW23 women’s collection.
Shot by Sergio Pontier, the images highlight loose-fit jersey items, denim sets and hard-wearing outerwear. Featured in the campaign is a women’s OG Active Jacket, a heavyweight stone-wash denim item that has a pile-lined body diamond quilting in the sleeves. While shot against the backdrop of a waning summer, the product selection has the winter in mind, with the Yanie Jacket being quilted and filled with feather down.
The campaign features a collage of disparate scenes from twilight moments on the beach to the artificial light of neon shopfronts. Carhartt WIP’s workwear roots make it the ideal choice for long days in changing terrains.
Liners and overshirts are also featured, with the women’s Wiles Shirt Jacket arriving in an all-over check pattern and the Elliot Hooded liner in a tactile pile. The collection is rounded out by a selection of Jersey staples, including the American Script program, which is new to the women’s collection this season.
Carhartt’s FW23 women’s campaign is in line with the roots of the brand, which was founded in 1989, 100 years after Hamilton Carhartt was founded in Detroit. To this day, it continues to adapt Carhartt’s core offering to a fashion-forward consumer. The brand is a staple in streetwear and has been adopted by varying subcultures, from skateboarding to graffiti.
The Carhartt WIP Fall/Winter 2023 women’s collection is now available from Carhartt WIP stores, carhartt-wip.com, and select global retailers.
More on Culted