Drawing from its long heritage as a workwear brand as well as its rich background in the urban culture scene, Carhartt has evolved into a modern, contemporary lifestyle brand.
The Fall/Winter 2011 collection reflects this development with modern cuts, innovative designs, high-class fabrics and intricate details.
This season Carhartt has teamed up once more with German artist and photographer Alexander Basile. Alexander has been working with
the brand on a number of projects before. His artistic approach and visual language perfectly harmonise with the Carhartt Fall/Winter 2011 collection and impress with authentic and modern ideas on clothing and lifestyle.
5 hours of VHS footage were filmed for the Fall/Winter 2011 photo campaign and subesquently inspected for possible campaign images. These were then reproduced as
stills. Due to this process the images posses a hauntingly beautiful poetry and an almost nostalgic yet at the same time highly contemporary aesthetic.
Carhartt also produced a set of individual clips from the campaign footage. The 4 clips are shown on random rotation at their brand new website www.carhartt-wip.com. A fifth clip, found in the news section, gives a behind-the-scenes look at this season’s photo campaign.