Carhartt WIP head to Morocco for summer

Their new campaign, shot by Idriss Nassangar, takes us to Marrakech and Casablanca.

by Douglas Greenwood
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16 May 2022, 4:20pm

Idriss Nassangar’s ongoing personal project A Day With? sees his camera capture the faces of the many different people in the cities he passes through. The photographer, based between Morocco and Paris, has the ability to take pictures that feel both frank and alluring. It’s no surprise the contemporary workwear kings, Carhartt WIP, enlisted him to shoot the imagery for their summer 2022 campaign.

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.

But 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.

Get your first look at the collection below, and head to Carhartt WIP to grab the new SS22 collection in full.

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