With Spring/Summer 2026, Carhartt WIP stages a moment of transition—a slow but inevitable crossing that marks the exit from winter and the entry into a new phase. Shot by Hugo Campan, the campaign is less about a season than about the feeling that comes before it: that suspended instant when the light shifts, the body reawakens, and everything still feels slightly out of focus.
The visual narrative begins from a state of disorientation. Eyes struggle to adjust to the morning light, the sound of a guitar emerges uncertainly before turning into a persistent drone, encounters remain confused fragments that settle more in emotional memory than in rational recall. It is a language made of hints and pauses, accompanying a group of restless figures in the passage from night to day.
In the film, tension and release constantly coexist. Melancholy is not erased but brought into dialogue with a new energy—more physical, more grounded. It is precisely this friction that sets the rhythm of the narrative: a forward motion that turns winter’s stasis into something tangible and alive, charged with the desire to act and to move.
The images accompanying the video retain a strong material dimension. Light sculpts bodies and spaces, creating a play of shadows that conveys the full complexity of the seasonal shift. Tactility is a constant presence: in the weight of the garments worn, in the closeness of an embrace, in the trail left by a body in motion. Everything seems to exist in a state of transition, as if each image were the residue of an action just completed.
Rather than offering answers, Carhartt WIP’s Spring/Summer 2026 moves through sensations. It tells the story of the moment when something reawakens—without spectacle, but with resolve—and prepares the ground for what is to come. An invitation to inhabit change, embracing its uncertainty as a necessary part of the process.
