Autumn & Winter '26 Campaign by Felipe Romero Beltrán

With the latest AW26 campaign, Welter Shelter wanted to give the work and effort a little more space.

These images are obviously about the new Welter Shelter coats, but to the Welter Shelter team, it means a lot more. There’s something happening in them. A sense of people actually existing in a moment rather than simply being placed there for a photograph.

That was a big part of why the brand wanted to work with photographer Felipe Romero Beltrán. Welter Shelter’s Art Director, Sjoerd Cuypers, has been a long-time admirer of Felipe’s work and had been waiting for the right collection, and the right moment, to collaborate with him. AW26 felt like that moment. The collection marks a deeper study of what Welter Shelter has been working on for the past ten years which is the relationship between functionality and design, and how the two can exist together without one getting in the way of the other.

Felipe and Sjoerd also share an interest in making images that feel observed rather than constructed. Both of them wanted to emphasise that images can seem quite simple and real at first, but the longer you look, the more there is to find. When Felipe talks about his work he says “I think the language of the image is like an autonomous language. I work a lot on developing that language without the words, without the structure, without the organization on the verbal side.”

This was another reason why Sjoerd wanted to realise this campaign. In this fast moving world where the word “efficiency” is used a lot in how we should do things, he says “I like to take a moment and talk about the beautiful work created instead of just throwing ‘content’ out there and hope it will perform. There is this layering to things I really admire. To favour authenticity over efficiency.”

This collaboration with Felipe feels relevant to how we want to make and share things as a brand. To spend time on something and to appreciate the work that went into it. And to talk about why we made it, rather than simply putting more content out into the world and hoping it performs.

We hope this campaign tells you a lot in that same autonomous language.

Shot by Felipe Romero Beltrán