Carhartt WIP’s AW24 campaign showcases heritage, culture, and Los Angeles

CARHARTT Work in Progress by American workwear and infamous yellow logo-ed brand, Carhartt, is loved for embracing and reflecting different cultural spheres, from Detroit and Berlin’s symbiotic techno scenes to the skateboarding landscapes of Paris, New York, and Seoul. These influences run throughout the collections, collaborators, and its imagery, and so, they present the AW24 campaign shot by Thalía Gochez.

_{Carhartt WIP AW24 Campaign}

_{Carhartt WIP AW24 Campaign}

Entitled, ‘Memento,’ Boyle Heights in Los Angeles was the location of choice, and offers a look into the neighborhood’s scenes, from bright jewellery stores and shuttered shopfronts and following into the home. Raised in Los Angeles, self-taught photographer and artist, Gochez highlights her personal connection to the visuals.

_{Carhartt WIP AW24 Campaign}

_{Carhartt WIP AW24 Campaign}

She says, “My heritage and culture are at the forefront of my work. I grew up in a Mexican and Salvadoran household, which deeply influences how I create.” She continues, “My culture, and the women in it, will always be pillars of inspiration. They make up such a deep part of my artistic DNA.”

This thinking is key to Gochez’s creative process, who highlights that “representation behind the camera is just as important as in front. My team, including my primary light technician Ash and assistant Maria, tends to be predominantly women or people of colour, and people who I’ve built deep relationships with for years,” she says.

_{Carhartt WIP AW24 Campaign}

_{Carhartt WIP AW24 Campaign}

The clothing featured in the shoot showcases the collection’s many textures and patterns–think padded jackets and quilted skirts, to camouflage shirts and scarves, while striking a balance between “resistant yet delicate silhouettes,” explains first-generation Salvadoran stylist, Genesis Durán. “The looks were an homage to the influential women in my home and communities growing up – with my mom, Tía, and primas at the forefront. They are my blueprint.”

by Felicity Carter

_{The collection is now available via carhartt-wip.com.}