opposite
dress. Juliana Jabour
shoes. Fernando Pires
hat. Graciella Starling
earrings. TJURS
opposite
dress. Juliana Jabour
shoes. Fernando Pires
hat. Graciella Starling
earrings. TJURS
Credits
Get disjointed for this Schön! online editorial photographed by duo Takeuchis (Andreia + Nathalia Takeuchi) with a film by Flávio Melgarejo. Model Rosario wears pieces from Juliana Jabour, Ellias Kaleb, André Betio and others styled by Yumi Kurita. Make up for the editorial is by Mari Kato.
dress. Ellias Kaleb
shoes. Santa Lolla
earrings. Nart Studio
necklace. Tom Martins
dress. Ellias Kaleb
shoes. Santa Lolla
earrings. Nart Studio
necklace. Tom Martins
Credits
dress. Israel Valentim
glasses. Oakley
dress. Israel Valentim
glasses. Oakley
Credits
dress. Juliana Jabour
hat. Graciella Starling
earrings. TJURS
dress. Juliana Jabour
hat. Graciella Starling
earrings. TJURS
Credits
robe. André Betio
top. Sal Wearables
earrings. Espaço ND
robe. André Betio
top. Sal Wearables
earrings. Espaço ND
Credits
dress. AKOMB
boots. ZARA
glasses. ACERVO Y/K
opposite
outfit. Vitor Zerbinato
shoes. Paula Torres
earrings. Espaço ND
dress. AKOMB
boots. ZARA
glasses. ACERVO Y/K
opposite
outfit. Vitor Zerbinato
shoes. Paula Torres
earrings. Espaço ND
Credits
dress. Teodora Oshima
hat. Graciella Starling
opposite
glasses. ACERVO Y/K
dress. Teodora Oshima
hat. Graciella Starling
opposite
glasses. ACERVO Y/K
Credits
robe. André Betio
top. Sal Wearables
skirt. AKOMB
shoes. Schutz
earrings. Espaço ND
robe. André Betio
top. Sal Wearables
skirt. AKOMB
shoes. Schutz
earrings. Espaço ND
Credits
dress. Israel Valentim
shoes. Alexandre Birman
glasses. Oakley
opposite
dress. Ellias Kaleb
boots. Fernando Pires
dress. Israel Valentim
shoes. Alexandre Birman
glasses. Oakley
opposite
dress. Ellias Kaleb
boots. Fernando Pires
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
opposite
full look. Burberry
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
opposite
full look. Burberry
Credits
dress. H&M Edition
leggings. Calzedonia
opposite
full look. Maje
dress. H&M Edition
leggings. Calzedonia
opposite
full look. Maje
Credits
full look. Burberry
opposite
dress. Sudi Etuz
full look. Burberry
opposite
dress. Sudi Etuz
Credits
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
opposite
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.