adornment

What does it mean to win? Winning can mean a lot of different things — it’s not always about coming first or beating someone else. At its simplest, winning usually means achieving a goal or overcoming a challenge. Although winning is often attributed to outperforming others. But on a deeper level, winning can also be personal — like growing as a person, staying true to your values, or simply making progress. Sometimes, winning means learning from failure or pushing through tough moments. It could be about finding happiness, building meaningful relationships, or staying resilient when things get hard. It’s why Nike’s new message of “So Win” is so apt — especially for women in sport.

Nike’s new brand anthem, “So Win,” goes beyond celebrating the power of sport — it champions women in athletics with a bold, unwavering message. To bring this vision to life, Nike unites a dynamic roster of top athletes, inspiring others to break barriers, challenge stereotypes, drown out the noise, and let their relentless drive speak for itself. The anthem’s strength is amplified by powerful female voices. In the English version, US artist Doechii delivers a striking narration, while the German version features Giulia Gwinn, captain of the German women’s national football team, adding depth and resonance to the message. 

“My love for football is unbroken and remains my constant drive,” says Gwinn. “Injuries may have set me back at times, but I’ve always fought my way back. That makes me very happy – and so does the fact that, together with Nike, I’ve been able to help shift how women in sport are perceived for years now. I’m excited to keep raising my voice because together, we can do even more for the next generation of female athletes,” says Giulia Gwinn.

“So Win” is more than an anthem — it’s a call to action, a celebration of perseverance, and a bold statement for women’s triumphs in sport. Gwinn, a standout talent in German women’s football, embodies this spirit of resilience — time and again, she has fought back from injury, returning to the pitch stronger than ever. Gwinn, alongside Nike, gives the message of “So Win” even more power and purpose.

Learn more about Nike’s “So Win” campaign at nike.com and view Giulia Gwinn’s “So Win” narration on Instagram.

photography. Nike

full look. H&M Studio SS25

full look. H&M Studio SS25

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Credits

We unravel the dynamics of power poses, embodied movement and 1980s shoulders for this Schön! editorial featuring the brand new H&M Studio SS25 collection. Composed of a sharply defined wardrobe for women who navigate boardrooms, city streets and sun-drenched terraces with equal confidence, the wardrobe is inspired by the unapologetic power dressing of 1980s corporate culture with the cinematic glamour of Miami and Los Angeles. Schön! reinterprets these silhouettes taking inspiration from the world of contemporary dance, Martha Graham and dance studios of the Lower East Side, to explore what power pose really means. 

 

The looks signify ‘femininity reinvented’: structured shoulders and cinched waists form the architectural foundation, while cute sportswear details add movement and irreverence to the whole collection. Comprising key pieces such as a long black coat, cut from lightweight bouclé, a shirt-bodysuit – rendered in classic blue with white contrast cuffs and collar – and a beautiful leather jacket, this is a powerful collection. H&M Studio reveals a strong, empowering narrative. Don’t forget the accessories – with earrings in beautiful contemporary forms adding punctuation marks to this powerful choreography, we’re ready to deliver empowered stances.

As we head into the summer season, texture plays a leading role. Leather, Ottoman rib knits, and a cotton-blend bouclé add a tactile element to the whole collection, while a specially developed boucle-style denim (a highlight for us) pushes the boundaries between heritage workwear and experimental tailoring. The palette is equally fitting in this story of empowered, CEO-era women — corporate greys and stark blacks sit alongside scarlet red and aqueous blue, colours that hint at both power and pleasure. Perfect for our contemporary choreography that redefines the woman of today.

The H&M Studio SS25 collection lands in selected stores and at hm.com on 6 March.

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

full looks. H&M Studio SS25

full looks. H&M Studio SS25

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Credits

photography. Maximilian Mair
creative direction + styling. Patrick Clark
models. Valeria @ Elite + Aissatou @ The Face
set design. Paloma Laratte + Carol Landriot @ Biceps
hair. Miwa Moroki @ TAG Agency
beauty. Imuafenia
video. Théo Clark
camera operator. Gaspard Frydman
colour + edit. Théo Clark
set design assistant. Ettore Crobu
production. Divergence Studio
studio. Deux Choses Lune


special thanks. Pascal, Alessia + The Team @ H&M

full look. Custom Carhartt
shoes. Versace
opposite
jacket. Mango
trousers. Louis Vuitton
boots. Prada
belt. Vintage

full look. Custom Carhartt
shoes. Versace
opposite
jacket. Mango
trousers. Louis Vuitton
boots. Prada
belt. Vintage

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Credits

Are you ready for takeoff? Helena Luu is! Prep for your flight in this Schön! editorial featuring photography by Benjo Arwas and fashion by Mandy Mitchell who styles Luu in looks by Versace, Louis Vuitton, Prada and others, and hair and make up by artist Suna Myles.

top. Manière De Voir
jumpsuit. Vintage
shoes. Valentino
opposite
full look. Prada

top. Manière De Voir
jumpsuit. Vintage
shoes. Valentino
opposite
full look. Prada

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Credits

full look. Prada
opposite
sweater. Acne Studios
skirt. Missoni
shoes. Prada
bag. Louis Vuitton

full look. Prada
opposite
sweater. Acne Studios
skirt. Missoni
shoes. Prada
bag. Louis Vuitton

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Credits

full look. Custom Carhartt
shoes. Versace
opposite
vest. Fayette Hauser
dress. Marrika Nakk

full look. Custom Carhartt
shoes. Versace
opposite
vest. Fayette Hauser
dress. Marrika Nakk

×

Credits

jacket. Mango
trousers. Louis Vuitton
boots. Prada
belt. Vintage

jacket. Mango
trousers. Louis Vuitton
boots. Prada
belt. Vintage

×

Credits

jacket. Mango
trousers. Louis Vuitton
belt. Vintage
opposite
full look. Custom Carhartt

jacket. Mango
trousers. Louis Vuitton
belt. Vintage
opposite
full look. Custom Carhartt

×

Credits

vest. Fayette Hauser
dress. Marrika Nakk
opposite
bag. Louis Vuitton

vest. Fayette Hauser
dress. Marrika Nakk
opposite
bag. Louis Vuitton

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Credits

This Schön! editorial has been produced by

photography + creative direction. Benjo Arwas
fashion. Mandy Mitchell @ Celestine Agency
model. Helena Luu @ Vision Models LA
hair + make up. Suna Myles @ Artist Collective Management using Dior + Hourglass for Make up and Olaplex + Wella for Hair
photography assistant. Josh Hammaren