Elaine wears
body. Bimba&Lola
tights. Falke
ankle boots. Rag&Bone
belt. Emporio Armani
Mula wears
dress. Natasha Zinko
boots. Dr. Martens
opposite
dress, belt + chocker. Alessandra Rich
boots.Toga
Elaine wears
body. Bimba&Lola
tights. Falke
ankle boots. Rag&Bone
belt. Emporio Armani
Mula wears
dress. Natasha Zinko
boots. Dr. Martens
opposite
dress, belt + chocker. Alessandra Rich
boots.Toga
Credits
Photographer Ame Grugel and stylist Sandra Solé frame models Elaine and Mula making the gates of London their own in this Schön! editorial. Clad in pieces of Juun. J., Alessandra Rich, Mulberry, and Emporio Armani, the fashion reinforces the delicacy of the scenery whereas hair and make up by Giada Marina Giorgia conveys an intimate feeling to the editorial.
top. Wolford
skirt. Juun J.
boots. Dr. Martens
top. Wolford
skirt. Juun J.
boots. Dr. Martens
Credits
denim jacket. Filles A Papa
earrings. Alessandra Rich
opposite
jacket. Juun J
denim jacket. Filles A Papa
earrings. Alessandra Rich
opposite
jacket. Juun J
body + belt. Alessandra Rich
panties. Wolford
boots. Toga
body + belt. Alessandra Rich
panties. Wolford
boots. Toga
Credits
dress. Emanuel Hungaro
opposite
Mula wears
shirt. Teatum Jones
skirt. 113 Maison
boots. Dr. Martens
Elaine wears
jacket. Self-Portrait
sneakers. The Kooples
dress. Emanuel Hungaro
opposite
Mula wears
shirt. Teatum Jones
skirt. 113 Maison
boots. Dr. Martens
Elaine wears
jacket. Self-Portrait
sneakers. The Kooples
Credits
jacket. Juun J.
jacket. Juun J.
Credits
jumper. Bimba&Lola
silk top. MM6
trousers. House Of Holland
boots. Dr. Martens
jumper. Bimba&Lola
silk top. MM6
trousers. House Of Holland
boots. Dr. Martens
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.