Carhartt WIP Fall 2025 Campaign
by Adriano Batista
Carhartt WIP’s Fall 2025 campaign feels like a quiet shift. It’s not about grand statements or dramatic scenes. Instead, it turns its attention to the spaces in between: the small, ordinary moments that make up a day.
Photographed in Atlanta by Daniel Derro Regan, the images have a documentary feel. They show a city known for its cultural influence, but the focus is on reality: people resting, sharing a simple meal, waiting. The kind of moments where nothing big happens, but everything feels human.
Yet the message is universal. These scenes could easily be from Detroit, Berlin, or anywhere else. What Carhartt WIP captures is the value of the pause: the calm before or after work, the time spent doing nothing with a friend. In a world that often feels relentless, these are the moments we learn to hold onto.
The clothes themselves remain rooted in function, made to be worked in, lived in. They don’t demand attention; they’re just there, part of the scene. This campaign is a visual ode to everyday life, a reminder that meaning isn’t always found in the dramatic. Sometimes, it’s in the quiet. Sometimes, it’s in the wear of the fabric, the ease of movement, the simple act of being.
Check it out below:
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