Twice a year, we head out on location to shoot our upcoming seasonal ranges, creating a bank of lifestyle imagery that brings the kit to life across our website, marketing and social channels. For W26, that meant getting outside with the new gear and photographing it in real, activity‑led settings – mixing posed shots with action, just as the products are designed to be used. It’s also one of the best parts of the job: getting hands-on with what’s coming before it lands in store.
Of course, shooting outdoors never goes exactly to plan. From shifting light and chilly temperatures to blustery winds, winter kept us guessing – but those unexpected moments often turned into the highlights. In this blog, we’re taking you behind the scenes of the shoot and sharing the places we visited.
On a sunny Monday morning in March, a team of shop and head office staff headed up to North Wales for a five‑day photoshoot, capturing key pieces from some of our major brands, including Rab, Mountain Equipment, Montane, Fjällräven and Patagonia.
Locations
Day 1: Arrival in Wales – Cold Air & Golden Light
The fun started early with a five‑hour drive from Somerset to North Wales, fuelled by playlists, good conversation and more than a few essential sweet stops along the way.
Once we arrived, we made a quick detour to Llyn Ogwen – the light was simply too good to pass up. With the dramatic landscape as our backdrop, it was the perfect place to get our fleeces in front of the camera. It was definitely on the cold side, but our trusty Lifesystems robes kept us warm between shots.
After making the most of the golden light and capturing some of our favourite images of the day, we packed up and headed to our accommodation, ready to reset, recharge and prepare for what day two had in store.
Day 2: Sunshine, Wind & 1,000 Photos Later
We woke to Welsh sunshine and loaded up the van, ready for a morning of shooting fleece and insulated jackets. After a quick 12‑minute drive, we arrived at the foot of Tryfan. Laden with duffel bags full of gear, we headed off in the opposite direction and soon found our first spot.
With Tryfan providing a seriously impressive backdrop, we got straight to work. The sun might have been out, but the wind had other ideas – cutting straight through and keeping things refreshingly cold. We worked our way through solo shots, men’s and women’s pairings, and full collection looks, a format that quickly became a theme for the week.
At one point, RAF fighter jets flew through the valley overhead – one of those unexpected moments that instantly lifts the day. After Sam had taken what felt like his first 1,000 photos (and probably wasn’t far off), we moved on to a nearby waterfall for something a little more dramatic. By midday, with the sun sitting high and the light turning harsher, we called it and headed back for lunch.
In the afternoon, we drove to the stunning Dinorwig Slate Quarry, surrounded by dramatic backdrops and a harsh, open landscape with Snowdon watching over us. Despite the glorious sunshine, the exposure meant we were once again battling the wind, making it bitterly cold once out of the sun, resulting in some of us bundling up in several coats.
With tired legs and memory cards full, we called it a day and got ready to do it all again tomorrow.
Day 3: Lakes, Climbs & Questionable Footing
Day three started early as we headed to Llyn Idwal, greeted by crystal‑clear water, waterfalls and views that almost made the early alarm worth it. After around a mile’s walk with kit in tow, we reached our first location – a large rock overlooking the landscape. Thankfully, the light was spot on, making the climb feel immediately justified.
From there, we moved deeper into the scenery, heading down towards a small stream before climbing up to a tucked‑away waterfall. It was the perfect second spot, although not without its hazards. Jess was first to confirm that rocks next to rivers are, in fact, extremely slippery.
After wrapping up the morning shoot, we headed back for a much‑needed lunch break and a kit sort, reloading with the clothing planned for the afternoon. Refuelled and slightly re‑energised, we set off again – this time to Marchlyn Bach Reservoir. On arrival, we were met by a group of cows and a hill that felt unnecessarily steep, especially with all the gear.
After hauling everything to the top, we stopped for a quick sugar break (essential at this point) before heading off across some boggy marshland in search of the next shot. It wasn’t the easiest route, but it definitely added to the experience.
As the sun started to drop, we called it a day and headed back for some well‑earned rest. Between the climbs, the marshes and the near‑slips, it’s safe to say we all comfortably exceeded our step count.
Day 4: Beach Day… But Make It Work!
Day four took us over to Llanddwyn Bay on Anglesey – a huge stretch of sandy beach backed by rolling dunes, dramatic scenery and hazy views across to Snowdonia. It was a welcome change from the mountainous landscapes and harsher terrain we’d been shooting earlier in the week.
Loaded with enough kit for a full day, we worked our way along the beach, stopping at several points to switch up the backdrop. From open sand to tucked‑away dunes and sections of Newborough Forest, each spot offered something slightly different and worked perfectly with the softer coastal setting.
After lunch, the tide had dropped enough for us to walk across to Ynys Llanddwyn (the Island of the Blessed). With its rocky outcrops and the iconic Twr Mawr lighthouse, it made for a fitting final location of the day and rounded off the shoot on a real high.
Day 5: Rain Check
We woke up on the final day to the unmistakable sound of heavy rain – never the most motivating way to start the morning. After a quick reality check, we decided it was best to pack up and head home a little earlier than planned.
With everyone feeling the effects of a long week, the final challenge was fitting everything back into the van. It was a close call and required some creative packing, but somehow we made it work and got on the road.
The journey home was a very different experience to the drive up – much quieter, slower paced, and filled with well‑earned naps as everyone recharged after a full‑on few days.
The People Behind the Shoot
A shoot like this is never a solo effort. From planning and logistics to shooting and modelling in less‑than‑ideal conditions, everyone played a part in bringing the W26 collection to life. Our photographer and shoot lead kept everything moving, while our models braved the cold like absolute pros.
There’s a lot that happens behind the final images you see – quick outfit changes, last‑minute tweaks, problem‑solving and plenty of laughter in between takes.
A Few Favourite Moments
Not everything goes exactly to plan on location – and honestly, we wouldn’t have it any other way. Some of our favourite memories from the shoot came from the in‑between moments:
- Lily sitting on sheep poo, with Jess to the rescue, armed with wet wipes
- Jess discovering that rocks next to water really are as slippery as they look
- Someone opening a bag of sweets just as energy levels started to dip
- The incredible views and unexpectedly lovely weather
- The RAF flying overhead mid‑shoot
It’s these unscripted, slightly chaotic and completely genuine moments that truly brought the shoot to life.
Conclusion
After five days of working hands‑on with the gear coming into our W26 range, from technical jackets and insulating layers to packs and poles, we gained a genuine understanding of how each piece looks, feels and performs beyond first impressions.
Being out in the elements, with cold winds and changing weather, allowed us to see how everything held up in real‑world conditions – particularly when it came to warmth, durability and overall performance. That experience has sharpened our product knowledge and will help us deliver an even better experience for our customers.
Keep an eye out for images from the shoot coming soon to our Instagram.
