Carhartt WIP Enlists Joshua Gordon For Kaelidoscopic SS25 Campaign
Showing new pieces including a WIP collegiate hoodie, a camouflage jacket and a utility vest.
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.
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.
See Gordon’s Carhartt WIP SS25 campaign in the gallery above and shop the collection now at the brand’s web store.
