LA MER
The Moisturizing Soft Lotion
The Soft Fluid Long Wear Foundation SPF20
Coat / Longchamp
Top / Carven
Earrings / Sophie Monet
Opposite
SK-II
Facial Treatment Oil
Facial Treatment Essence
Jumper / Acne Studios
Top / Novis
Jeans / Eve Denim
Earrings / Laura Lombardi
LA MER
The Moisturizing Soft Lotion
The Soft Fluid Long Wear Foundation SPF20
Coat / Longchamp
Top / Carven
Earrings / Sophie Monet
Opposite
SK-II
Facial Treatment Oil
Facial Treatment Essence
Jumper / Acne Studios
Top / Novis
Jeans / Eve Denim
Earrings / Laura Lombardi
Credits
Model Salem Mitchell gracefully poses for Karolyn Pho‘s lens in this Schön! 33 editorial. Makeup by Mynxii White using Chanel, YSL Beauty and La Mer reinforces Mitchell‘s breathtaking beauty, whilst hair by Preston Wada gives textures and volume to the quintessentially L.A. scene.
YSL Beauty
Volume Effet Faux Cils
All Hours Primer
Top / Araks
Hat / Clyde
Jewellery / Laura Lombardi
YSL Beauty
Volume Effet Faux Cils
All Hours Primer
Top / Araks
Hat / Clyde
Jewellery / Laura Lombardi
Credits
CHANEL
Palette Essentielle
Rouge Allure Velvet in Rouge Troublant
Coat / Lorod
Shirt / Simon Miller
Earrings / Laura Lombardi
Ring / Salem’s own
Opposite
Charlotte Tilbury
Hollywood Lips in Rising Star
Instant Look in A Palette in Beauty Glow
Jumper / Acne Studios
Earrings / Trademark
CHANEL
Palette Essentielle
Rouge Allure Velvet in Rouge Troublant
Coat / Lorod
Shirt / Simon Miller
Earrings / Laura Lombardi
Ring / Salem’s own
Opposite
Charlotte Tilbury
Hollywood Lips in Rising Star
Instant Look in A Palette in Beauty Glow
Jumper / Acne Studios
Earrings / Trademark
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.