This exclusive Schön! online editorial is a charming invitation to explore a waltz of innocence. Photographed by Akira Honda, see the enchanting Oona, Tilda and Kate modelling seasonal looks, with items from. G.V.G.V. to POSTELEGANT, all styled by Marie Choi Higuchi. With subtle glimpses of blush and nude lips by Kentaro Katsu this is just the touch of warmth we needed.
jacket. G.V.G.V.
vest. POSTELEGANT
opposite
Oona wears
coat + skirt. Ujoh
Tilda wears
top + trousers. POSTELEGANT
jacket. G.V.G.V.
vest. POSTELEGANT
opposite
Oona wears
coat + skirt. Ujoh
Tilda wears
top + trousers. POSTELEGANT
Credits
Tilda wears
jumper. POSTELEGANT
Oona wears
jumper. AKANE UTSUNOMIYA
Tilda wears
jumper. POSTELEGANT
Oona wears
jumper. AKANE UTSUNOMIYA
Credits
All wear
top. HAKUJI
opposite
Oona wears
jacket. G.V.G.V.
trousers. Ujoh
Tilda wears
jacket + trousers. G.V.G.V.
Kate wears
vest. Ujoh
trousers. POSTELEGANT
All wear
top. HAKUJI
opposite
Oona wears
jacket. G.V.G.V.
trousers. Ujoh
Tilda wears
jacket + trousers. G.V.G.V.
Kate wears
vest. Ujoh
trousers. POSTELEGANT
Credits
Tilda wears
top. POSTELEGANT
shoes. G.V.G.V.
KATE wears
top. HAKUJI
trousers. Stylist’s Own
shoes G.V.G.V.
opposite
top. POSTELEGANT
Tilda wears
top. POSTELEGANT
shoes. G.V.G.V.
KATE wears
top. HAKUJI
trousers. Stylist’s Own
shoes G.V.G.V.
opposite
top. POSTELEGANT
Credits
Oona wears
shirt, dress + trousers. Ujoh
Kate wears
dress + trousers. G.V.G.V.
opposite
Kate wears
coat. Sea New York
skirt. Ujoh
Oona wears
shirt, dress + trousers. Ujoh
Kate wears
dress + trousers. G.V.G.V.
opposite
Kate wears
coat. Sea New York
skirt. Ujoh
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.
