Step out of Spring in this Schön! editorial produced by photographer junjiepang with art direction by Jiang Yunchun. Fashion for the editorial is by Alice who styles model Zena in looks by Helen Anthony, Bogdar, Max Zara Sterck and others. Hair is by stylist Shin Nossuke with make up by artist Minji Kawck.
dress. Bogdar
skirt. Roksanda
neck ruff. Clo de Vila
opposite
dress. Helen Anthony
dress. Bogdar
skirt. Roksanda
neck ruff. Clo de Vila
opposite
dress. Helen Anthony
Credits
opposite
top. Lula Laora
trousers. Oroy
opposite
top. Lula Laora
trousers. Oroy
Credits
dress. Helen Anthony
earrings. Aloë Earrings
opposite
top. Max Zara Sterck
skirt. Zilver
bow. Clo de Vila
dress. Helen Anthony
earrings. Aloë Earrings
opposite
top. Max Zara Sterck
skirt. Zilver
bow. Clo de Vila
Credits
dress. Bogdar
neck ruff. Clo de Vila
opposite
top. Lula Laora
trousers. Oroy
dress. Bogdar
neck ruff. Clo de Vila
opposite
top. Lula Laora
trousers. Oroy
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.
