Carhartt ss 22 World

Carhartt’s new collection appears here, in images shot in the Morrocan cities of Marrakech and Casablanca — drawing a connection between the earthy hues of the clothes and the unique landscapes of North Africa. 

The campaign extends beyond the traditional fashion-based framing — Idriss pairs his images, often shot in captivating close-up, with architectural design and objects found in the street. He calls them “stolen moments”. 

And instead of flying out models to these distinct cities, Idriss and Carhartt WIP have opted to shoot the collection on groups of friends who live in them; a move that makes these feel like true extensions of Idriss’ personal work.

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