Slip away into scenes of coastal solitude in this Schön! editorial photographed by Verena Knemeyer with fashion by Heike Held who styles Fatoumata Kaba in looks by Joseph, Baum und Pferdegarten, Barbour and others. Hair and make up by stylist Eva-Maria Pilartz.
sweater. Woolrich
coat. Joseph
trousers. 7 For All Mankind
shoes. UGG
opposite
sweater. Woolrich
coat. Joseph
trousers. 7 For All Mankind
sweater. Woolrich
coat. Joseph
trousers. 7 For All Mankind
shoes. UGG
opposite
sweater. Woolrich
coat. Joseph
trousers. 7 For All Mankind
Credits
jacket. Guess
opposite
jacket. Guess
jacket. Guess
opposite
jacket. Guess
Credits
jacket. Guess
sweater. Baum und Pferdegarten
trousers. Joseph
opposite
coat. Barbour
trousers. G Star Raw
jacket. Guess
sweater. Baum und Pferdegarten
trousers. Joseph
opposite
coat. Barbour
trousers. G Star Raw
Credits
vest. Plan C
blazer. Barbour
vest. Plan C
blazer. Barbour
Credits
sweater. Joseph
opposite
blazer + trousers. COS
sweater. Joseph
shoes. Unisa
sweater. Joseph
opposite
blazer + trousers. COS
sweater. Joseph
shoes. Unisa
Credits
vest. Plan C
blazer. Barbour
dress. Max Mara
vest. Plan C
blazer. Barbour
dress. Max Mara
Credits
coat. Brunello Cucinelli
sweater. Woolrich
skirt. Calvin Klein
opposite
vest + trousers. Calvin Klein
sweater. Belstaff
coat. Brunello Cucinelli
sweater. Woolrich
skirt. Calvin Klein
opposite
vest + trousers. Calvin Klein
sweater. Belstaff
Credits
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
opposite
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
opposite
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
Credits
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
coat. Max & Co
blazer + trousers. Baum und Pferdegarten
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.
