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Carhartt WIP’s latest winter collection doesn’t arrive with theatrics, it arrives with feeling. Shot and directed by Juana Wein, the Buenos Aires–born, Paris-based photographer known for her dreamy sense of closeness, the campaign recasts the workwear giant in a gentler, more poetic light. Wein’s images sit somewhere between documentary realism and soft-focus nostalgia, giving the clothes a lived-in warmth that moves far beyond product photography.
Outerwear takes centre stage, but not in the usual rugged, utilitarian way. Instead, silhouettes appear softened and elongated, with the collection’s hero pieces offering subtle twists on Carhartt WIP’s most iconic forms. A faux fur coatreshaped from the blueprint of the Michigan jacket becomes unexpectedly tender, while an extended version of the Detroit jacket turns the brand’s classic structure into something looser, almost cinematic.
The palette leans wintery but muted — steely blues, deep greys, and washed, weather-worn tones that feel pulled from a foggy morning or an old film reel. Many pieces carry distressed finishes, giving them a quiet familiarity, like garments already woven into someone’s everyday life.
It’s a collection built on softness, reinterpretation, and the subtle tension between workwear heritage and emotional storytelling — exactly the terrain where Wein’s sensibility thrives.
The full collection is available now on the Carhartt WIP online store.
Photos: Carhartt WIP / Juana Wein