Photography duo Mark Williams and Sara Hirakawa take us to the beach in this Schön! online editorial. Fashion also by Sara Hirakawa finds model Angelika Maciolek clad in the likes of Forte Forte, Jil Sander, and Marni as she wanders around the coast playing with spheres. Hair by Makiko Nara and make up by Cedric Jolivet provide the ultimate summery touch to the scene.
dress. Cecilie Bahsen
opposite
top. Jil Sander
hat. General Store
dress. Cecilie Bahsen
dress. Cecilie Bahsen
opposite
top. Jil Sander
hat. General Store
dress. Cecilie Bahsen
Credits
pyjamas. Jil Sander
hat. General Store
opposite
robe. Jil Sander
pyjamas. Jil Sander
hat. General Store
opposite
robe. Jil Sander
Credits
robe. Jil Sander
opposite
dress. Marni
robe. Jil Sander
opposite
dress. Marni
Credits
pyjamas. Jil Sander
pyjamas. Jil Sander
Credits
top. Sir
hat. Flapper
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dress. Marni
top. Sir
hat. Flapper
opposite
dress. Marni
Credits
shirt + trousers. Forte Forte
shoes. Marséll
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full look. Ann Demeulemeester
shirt + trousers. Forte Forte
shoes. Marséll
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full look. Ann Demeulemeester
In this renewal-inspired editorial, Schön! celebrates transformation, strength, and empowerment. The “shedding skin” motif symbolizes letting go of the old and embracing a bold, unapologetic self within. Photographed by Cengizhan Ergün with videography by Çağla Polat and Burak Bacacı. Creative direction for the editorial is by İrem Derya Kaplan who also styles Eva Varlamova in looks by Burberry, H&M Edition, Sudi Etuz, and others. Hair by stylist Diyar Şekel with make up by Birce Selçik.
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
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full look. Burberry
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
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full look. Burberry
Credits
dress. H&M Edition
leggings. Calzedonia
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full look. Maje
dress. H&M Edition
leggings. Calzedonia
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full look. Maje
Credits
full look. Burberry
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dress. Sudi Etuz
full look. Burberry
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dress. Sudi Etuz
Credits
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
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dress. The Kooples
shoes. COS
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
opposite
dress. The Kooples
shoes. COS
H&M unveiled its eagerly awaited collaboration with Magda Butrym in spectacular fashion last night at Berlin’s legendary Funkhaus. The rose — a key symbol in the collection — was brought to life in breathtaking form. A striking central installation featured curated looks framed by lush floral arrangements, merging Magda Butrym’s romantic aesthetic with Berlin’s unmistakable edge.
Launching online and in select stores on April 24, 2025, the collection made a bold statement with its fusion of strength and femininity. Notable attendees such as Toni Garrn, Lena Gercke, Jihoon Kim, Emilia Schüle, Xenia Adonts, and Gizem Emre embodied the essence of the collection throughout the evening. Guests were treated to a captivating dance performance choreographed by Franka Marlene Foth, alongside electrifying DJ sets from Cate Underwood and Iga Drobisz. The event exuded an intimate yet vibrant energy, celebrating individuality, femininity, and the spirit of creative collaboration.
The collection will be available online at hm.com and in selected stores from April 24, 2025.
