Derived from the Greek word ‘neos,’ meaning new, this element exists in a gaseous state; devoid of taste, smell, and colour, making it chemically inert. When electricity is applied to neon gas in a discharge tube, it emits a brilliant neon-coloured light. Symbolized by a discharge tube representing ‘us’ and fueled by electricity filled with motivation and passion, neon, previously devoid of characteristics in its inert state, visualized its ever-changing inner self through a sarcastic yet intense light depicted in this Schön! editorial.
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blazer. Martine Rose
top. Stylist’s Own
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blazer. Martine Rose
top. Stylist’s Own
Credits
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top + bottoms. HANKIM
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top + bottoms. HANKIM
Credits
blazer. Martine Rose
top. Stylist’s Own
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top. SHUSHU/TONG
bottom. pushBUTTON
shoes. Adidas
blazer. Martine Rose
top. Stylist’s Own
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top. SHUSHU/TONG
bottom. pushBUTTON
shoes. Adidas
Credits
top + bottoms. HANKIM
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dress. LEE y.LEE y
top + bottoms. HANKIM
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dress. LEE y.LEE y
Credits
dress. LEE y.LEE y
shoes. Stylist’s Own
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blazer. martine rose
top + bottoms. Stylist’s Own
shoes. Comme des Garçons X Salomon
dress. LEE y.LEE y
shoes. Stylist’s Own
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blazer. martine rose
top + bottoms. Stylist’s Own
shoes. Comme des Garçons X Salomon
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
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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.
