Once again, visual storytelling takes centre stage in fashion campaigns. Carhartt WIP’s Fall/Winter 2026 campaign, shot by Alex Acy, uses an unconventional treatment of time to bring the collection and its aesthetic to life.
If there is one brand that knows how to embrace chaos and turn it into something effortlessly cool, it is Carhartt WIP, and its campaign did not disappoint. Directed by French-Canadian filmmaker and photographer Alex Acy, the brand presents a film in which time moves backwards: the end becomes the beginning and the beginning becomes the end. We are taken to the origin of it all.
The true essence of the firm is easy to spot in every frame of the film. Amid the controlled bedlam, slow, stretched-out movements collide with fast, almost blurred sequences revealing some of Carhartt WIP’s most recognisable signatures: deep burgundy, green and navy tones, alongside that distinctive sense of cool that never comes at the expense of comfort or functionality.
Based in Paris, Alex Acy, whose practice spans music videos, narrative and commercial work, is recognised for a hyperreal style that blurs the line between the tangible and the surreal. His vision for the campaign results in an audiovisual piece defined by precision and an almost tactile quality, turning an ordinary afternoon into a perfectly choreographed sequence of cause and effect. The film gives us time to look, then picks up speed again. And as everything moves back towards its starting point, there is the quiet pleasure of watching it all fall back into place.