Alexey Glebko’s photography takes us to a dark urban night in this Schön! online editorial. Fashion, also by Alexey Glebko, sees model Alina in layered outerwear looks from Balenciaga, Maison Margiela and 3.1 Phillip Lim. Straggled hair peeking out from hoods and balaclavas add a final sense of mystery to this after-hours story.
Jacket / Joyrich
Shirt / Maison Margiela
T-Shirt / 3.1 Phillip Lim
Trousers /Balenciaga
FannyPack / Rei Co-op
Jacket / Joyrich
Shirt / Maison Margiela
T-Shirt / 3.1 Phillip Lim
Trousers /Balenciaga
FannyPack / Rei Co-op
Credits
Windbreaker / Balenciaga
Shorts / Gucci
Belt / Jil Sander
Windbreaker / Balenciaga
Shorts / Gucci
Belt / Jil Sander
Credits
Jacket / Joyrich
Shirt / Maison Margiela
T-Shirt / 3.1 Phillip Lim
Trousers /Balenciaga
FannyPack / Rei Co-op
Jacket / Joyrich
Shirt / Maison Margiela
T-Shirt / 3.1 Phillip Lim
Trousers /Balenciaga
FannyPack / Rei Co-op
Credits
Coat / Hermes
Coat underneath / Burberry
Hoodie / Gosha Rubchinsky
Trousers / Marshal Art K1
Belt / ALYX
Hat / Army
Coat / Hermes
Coat underneath / Burberry
Hoodie / Gosha Rubchinsky
Trousers / Marshal Art K1
Belt / ALYX
Hat / Army
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.
