dress. Genevieve Devine
trousers. Eva Lee
shoes. Unitlab
dress. Genevieve Devine
trousers. Eva Lee
shoes. Unitlab
Credits
Enter a dream state — where everything isn’t as it seems. Is it real? Is it fake? Find the answers in this Schön! editorial produced by photographer Miguel Cepero with fashion by Prince Oke who styles models Cindy Jin and Jack Powell in looks by Genevieve Devine, PRINCEOKESTUDIOS, Eva Lee and others. Hair by stylist Ash Hill with make up by artist Jenny Glynn.
dress. Genevieve Devine
tights. Eva Lee
shoes. Unitlab
hat. Lucy Barlow
earrings. 1999 THE STUDIO
opposite
dress + belt. Eva Lee
tights. Stylist’s Own
dress. Genevieve Devine
tights. Eva Lee
shoes. Unitlab
hat. Lucy Barlow
earrings. 1999 THE STUDIO
opposite
dress + belt. Eva Lee
tights. Stylist’s Own
Credits
full look. Lynn La Yaung
shoes. Sans Peng
tights. Stylist’s Own
full look. Lynn La Yaung
shoes. Sans Peng
tights. Stylist’s Own
Credits
blazer. PRINCEOKESTUDIOS
shoes. Unitlab
earrings. 1999 THE STUDIO
tights. Stylist’s Own
opposite
catsuit + gloves. PRINCEOKESTUDIOS
shoes. Unitlab
blazer. PRINCEOKESTUDIOS
shoes. Unitlab
earrings. 1999 THE STUDIO
tights. Stylist’s Own
opposite
catsuit + gloves. PRINCEOKESTUDIOS
shoes. Unitlab
Credits
jumpsuit. Lynn La Yaung
shoes. Unitlab
hat. Lucy Barlow
opposite
full look. Genevieve Devine
jumpsuit. Lynn La Yaung
shoes. Unitlab
hat. Lucy Barlow
opposite
full look. Genevieve Devine
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.
