Erik Kettschick Makes Railway Travel Look Ridiculously Well-Packed
Carl Friedrik has boarded Fall 2026 with Erik Kettschick as the face of its new campaign, The 10:04 to Somewhere — a polished little ode to railway travel where the luggage is nearly as well-dressed as the model carrying it.
Shot aboard a vintage locomotive at the Epping-Ongar Railway in Essex, the campaign leans into the romance of old-school British train travel: checked tailoring, knitwear, trench coats, afternoon tea, compartment seats and countryside drifting past the windows. Then it knocks the whole thing slightly sideways with playful mishaps and deadpan charm.
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THE 10:04 TO SOMEWHERE
Carl Friedrik turns Fall 2026 into a first-class luggage fantasy with leather briefcases, hard-shell cases and one very stylish traveler.
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Carl Friedrik Turns the Train Journey Into the Main Character
The campaign is built around a simple idea: the trip itself can be the event. Carl Friedrik’s leather briefcases, backpacks and hard-shell luggage travel alongside Kettschick through a setting designed to feel nostalgic without becoming costume-y.
The official campaign copy describes those in-between travel moments — window gazing, chance encounters, scenic detours and plans that do not quite go to plan — as part of the appeal. In other words, this is luxury travel dressed with enough personality to keep it from becoming sterile.
The Luggage Is Doing Plenty of the Styling Work
Among the pieces featured across the campaign are the Dunloe Briefcase, Carry-on X, Carry-on Aluminium, Palissy Weekend, backpacks and larger hard-shell cases — all worked into the story rather than presented as isolated product shots.
That matters here. The bags and cases are not props placed beside the clothes; they are the visual through-line of the journey, grounding the polished tailoring and trench coats in something practical enough to actually leave the station with.
Niall Hodson Gives the Campaign Its Cinematic Railway Mood
Niall Hodson photographed the campaign and also directed its hero film, with Claudia Cardoso credited as head creative/art director, Charlotte Taillet as art director and Mackenzie Quicke as director of photography on the film.
The result lands in that sweet spot between travel advertisement and fashion editorial: polished enough to sell the fantasy, odd enough to keep the fantasy interesting.
And Kettschick — represented by Milk Management and Promod Model Agency — gives the whole thing exactly the right buttoned-up, mildly mischievous energy.
Source: Carl Friedrik, The Fashionisto and Shots.
