In August, Carhartt WIP unveiled the first part of its Fall/Winter 2024 collection with a campaign in New York City. Now, the brand moves to Los Angeles to reveal the rest of the collection in a new campaign titled “Memento.” In it, the brand dives into the heart of LA to portray the lives of the women who inspire Thalía Gochez, the campaign’s photographer.
Thalía Gochez, a self-taught photographer and artist, born and raised in Los Angeles emphasizes her deep personal connection to the photographic series, influenced by her Latino roots. “My heritage and culture are at the core of my work,” says Gochez. “I grew up in a Mexican and Salvadoran household, which deeply influences the way I create. My culture, and the women who are part of it, will always be pillars of inspiration. They constitute a fundamental part of my artistic DNA.”
The campaign highlights essential pieces from the collection, such as the W’ Rayley Jacket, the W’ Hooded Nelson Jacket and the W’ Brandon Double Knee Pant. All seeking a balance between “rugged yet delicate silhouettes,” explains Genesis Durán, a first-generation Salvadoran stylist. For Durán, these pieces are also a celebration of the strength and elegance of the Latin women who surrounded her during her childhood.
Beyond the clothing, this new Carhartt WIP campaign is a tribute to the Latino communities that make up Los Angeles. Both Gochez on camera and Duran on styling deliver a profound message of cultural pride and representation.
The Carhartt WIP FW24 Womenswear collection is now available for purchase through the Carhartt WIP website.
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