'Too Many Ads, Not Enough Stories?' Carhartt Releases Narrative Heavy A/W 19 Campaign

Carhartt WIP's A/W 19 Campaign features the everyday lives of 7 anonymous protagonists captured in a series of pictures inspired by classic movie still.

The images, taken by Paris-based photographer Maciek Pozoga, show flash-fiction narratives, capturing a distinct tone and colour palette for each story. Beneath each photograph is text mocking blatant sales copy or product descriptions to form a part of the final print ads. The accompanying words give a brief glimpse into the story of the photo whether that be a tale of departures, odd dreams or potential asteroids hitting Earth.

In one scene a woman sits in a restaurant, with a forkful of pasta raised to her mouth. The piece called Stay Away, Make My Day is a snapshot taken of this unknown woman after being stood up on a date. Another entitled Flickerings of a Fiery Youth sees a young man seemingly asleep, slumped under the glare of an analogue television set. He's further lit up by a white light coming from an iPhone open in his palm. The accompanying text describes a dream of random anecdotes and discordant rhythms.

Pozoga, a frequent Carhartt WIP collaborator shows his signature analogue style in the A/W 19 images that pay homage to magazine print advertisements from the 60's and 70's. Throughout the images, garments from Carhartt's A/W 19 collection are subtly featured, from a plaid flannel shirt in 'As the Day Dissolves' to a pair of their classic black workwear trousers in 'Dashing Debate Club.'

Carhartt WIP's A/W 19 is available now online through carhartt-wip.com and selected worldwide retailers.