Carhartt WIP SS24 ushers in a new era of normcore

Captured in a Los Angeles sunset by the lens of photographer Keith Oshiro, the campaign highlights the intricate amalgamation of textures and colors that defines the collection.

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As the sun sets over the horizon, casting its golden glow over the city of angels, the collection becomes more noticeable. From the timeless charm of herringbone knit to the robust resilience of drill and the refined elegance of twill, each fabric is imbued with a sense of ethereal beauty, accentuated by delicate color washes and cloud-like garment dye finishes.

At the forefront of this sartorial symphony are the Garrison Coat and Trousers, a modern reinterpretation of classic silhouettes inspired by the rugged charm of work jackets and work pants. Crafted in heavy twill and bathed in a rich, saturated blue, these pieces exude an aura of subtle sophistication. What sets them apart, however, is their ‘stone-dyed’ treatment, which imparts a remarkably soft-touch feel and subtly aged appearance, elevating them to the realm of timeless essentials. The iconic Santa Fe Bomber goes through a similar transformation, embracing the appeal of ‘stone-dyed’ twill to emerge as a cornerstone of the Spring/Summer 2024 collection.

Complementing these robust pieces are the Rainer Jacket and Short, crafted in herringbone knit. Their blend of functionality and elegance makes them versatile staples, perfect for the modern closet, bridging the gap between rugged utility and refined sophistication. In contrast, the Spring/Summer Mika Shirt takes center stage with its uneven thread texture fabric and captivating plaid pattern, adding a playful twist to traditional men’s tailoring.

Completing the ensemble are Nelson sweater basics, a symphony of washed yet saturated hues that exude an air of casual elegance. From classic tees to essential layering pieces, each garment is meticulously tailored to strike the perfect balance between comfort and style, offering a seamless transition from day to night.

Carhartt WIP Spring/Summer 2024 collection is now available on their web. And, did you see the latest Carhartt WIP women’s campaign photographed by Léa Ceheivi?