Carhartt WIP Continues FW24 Womenswear with "Memento" Campaign
Photographed and styled by LA natives Thalía Gochez and Génesis Durán.
Back in August, Carhartt WIP introduced the first drop of its Fall/Winter 2024 collection, with the debut campaign shot by Paul Mérelle in New York. Now, the streetwear brand has revealed the remainder of the collection in a new campaign titled, “Memento” captured by Los Angeles photographer Thalía Gochez and styled by fellow LA native Génesis Durán.
The duo draws inspiration from their Salvadoran roots, with Thalía infusing her identity as a Mexican/Salvadoran woman raised in the city. The campaign not only celebrates her heritage but also shines a light on her community, emphasizing the importance of representation for women of color. “My heritage and culture are at the forefront of my work,” Thalía shares in a press release. She adds, “Growing up in a Mexican and Salvadoran household has shaped how I create. The women in my culture will always be my pillars of inspiration — they’re woven into my artistic DNA.”
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Génesis, on the styling front, reflects on her approach to showcasing the duality of womanhood in her community. She explains how she captures the essence of being both “resilient yet delicate.” The campaign highlights essential pieces from the collection, such as padded jackets, quilted skirts, oversized hoodies and the “Brandon Double Knee” pant, striking a perfect balance between rugged durability and refined softness. “These silhouettes are an homage to the influential women in my life — my mom, tía and primas,” Génesis explains.
Other standout pieces in the collection include the green hooded “Olten” parka, the camouflage “Duck” shirt and the “Rayley” jacket in “Peanut,” all of which blend ruggedness with style.
Carhartt WIP’s FW24 Womenswear collection is available for purchase via Carhartt WIP’s website.
Click the gallery to see the rest of the campaign and for more FW24 news, read about Marine Serre’s FW24 “Renaissance” campaign.
