jacket. Letizia Cocciantelli
hat. Patrizia Fabri
tie. Stylist’s Own
jacket. Letizia Cocciantelli
hat. Patrizia Fabri
tie. Stylist’s Own
Credits
Photographer Elena Prosdocimo focuses their attention on Andre Breton’s surrealist literalist thought for this Schön! editorial. To do this, they turn to the revolutionary manifesto of 1924 which establishes fundamental rules and themes such as dreams and oneiric visions, in which the power of the imagination and the abolition of logic in favour of automatism are evident. This omniscient clarity creates an exaltation of power often experienced only in surreal experiences: landscapes in which the dreamlike dimension is amplified by the clear perception of dominating all space up to the horizon, the exaltation of power experienced only in dream experience.
full look. Emiliano Marinelli
opposite
jacket + skirt. Letizia Cocciantelli
shoes, tie + socks. Stylist’s Own
hat. Patrizia Fabri
full look. Emiliano Marinelli
opposite
jacket + skirt. Letizia Cocciantelli
shoes, tie + socks. Stylist’s Own
hat. Patrizia Fabri
Credits
dress. Letizia Cocciantelli
hat. Patrizia Fabri
sleeves. Stylist’s Own
opposite
full look. Emiliano Marinelli
dress. Letizia Cocciantelli
hat. Patrizia Fabri
sleeves. Stylist’s Own
opposite
full look. Emiliano Marinelli
Credits
jacket + skirt. Letizia Cocciantelli
hat. Patrizia Fabri
tie. Stylist’s Own
jacket + skirt. Letizia Cocciantelli
hat. Patrizia Fabri
tie. Stylist’s Own
Credits
full look. Emiliano Marinelli
gloves + rings. Stylist’s Own
opposite
full look. Emiliano Marinelli
shoes. Stylist’s Own
full look. Emiliano Marinelli
gloves + rings. Stylist’s Own
opposite
full look. Emiliano Marinelli
shoes. Stylist’s Own
Credits
full look. Emiliano Marinelli
shoes. Stylist’s Own
opposite
full look. Emiliano Marinelli
hair band. Patrizia Fabri
gloves + rings. Stylist’s Own
full look. Emiliano Marinelli
shoes. Stylist’s Own
opposite
full look. Emiliano Marinelli
hair band. Patrizia Fabri
gloves + rings. Stylist’s Own
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.