clean cut

Photographer / Frida Marklund
Fashion / Lina Svensson
Dress / Karl Lagerfeld
Top / Acne

Credits

Exuding unmistakably Scandinavian freshness, in Clean Cut, photographer Frida Marklund and stylist Lina Svensson showcase the best in clean lines, quirky tailoring and beautiful shirting. With a predominantly white palette infused with electric orange, textured blacks and neutral greys, Clean cut is truly a lesson in simple layers; a dramatically collared shirt over a crisp cotton dress, a statement leather top over a neutral dress. Clean Cut features designs from Acne, Jil Sander and Alexander Wang.

Left/
Dress / Back
Gloves / Jil Sander Vintage
Coat / Johanna Pihl
Right/
Jacket / Klara Hobbs
Tights / Stine Goya

Credits

Left/
Scarf / Givenchy
Blouse / Klara Hobbs
Skirt / BCBGMaxAzria
Socks / La Perla
Ring / Stylist’s own
Shoes / Whyred
Right/
Top / FWSS
Trousers / Whyred
Gloves / Jil Sander Vintage
Shoes / Minimarket

Credits

Far Left/
Tubedress & skirt / BACK
Sport band (necklace) / Stylist’s own
Gloves / DSquared²
Middle/
Orange skirt-dress / BACK
Shirt / Maria Nordström
Right/
Shorts / BACK
Belt / Stylist’s own
Top / Wood Wood
Vest / Acne Studios
Shoes / Hope
Socks / Wolford

Credits

Left/
Scarf / Givenchy
Shirt / Alexander Wang
Pants / Maria Nordström
Vest / DKNY
Right/
Top / Leonard Kocic
Dress / Dagmar

Credits

Bikini top / Stine Goya
Blouse / Helmut Lang

Credits

This Schön! online editorial was produced by/
Photographer / Frida Marklund
Styling / Lina Svensson
Make Up / Pari Damani @ Bauer Agency
Hair / Elin Eriksson @ Bauer Agency
Models / Nike.P and Lone.P @ Mikas Stockholm
Photo Assistant / Josefin Stein
Special Thanks to Studio Magnus Fond

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shedding skin

shirt + skirt. COS
opposite
dress. Sudi Etuz

Credits

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

Credits

dress. H&M Edition
leggings. Calzedonia
opposite
full look. Maje

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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

Credits

full look. Burberry
opposite
full look. Burberry

Credits

dress. H&M Edition
leggings. Calzedonia
opposite
jacket + skirt. H&M Edition
shirt. Maje

Credits

This Schön! editorial has been produced by

photography. Cengizhan Ergün
creative direction + fashion. İrem Derya Kaplan
talent. Eva Varlamova @ Tanks Management
hair. Diyar Şekel
make up. Birce Selçik
videography. Çağla Polat + Burak Bacacı
production agency. C2 Production & Studio
producer. Mustafa Caner
colorist. Didem Yılmazer
photography assistant. Bedirhan Topçu
fashion assistant. Tuana Sofuoğlu
production asisstant. Sabri Çolak

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h&m | magda butrym

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.

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the silent parade

jacket + skirt. Evelina
shoes. Lea Swarovski

Credits

Join the silent parade in this Schön! visual captured by Lorenzo Marzi with fashion by Alda Cleofe Sterli who styles models Tess Noreen Grootjen, Arek John and Siyan Guo. Hair by stylist Dominique Ascione and make up by Rossella Pastore with set design by Bianca Girardi.

top. The Row
dress on top. Mayali Studio
dress underneath. Rizpoli
shoes. Jil Sander
opposite
dress. Giulia Mauro

Credits

left to right
Arek wears
jacket. Francesco Fiorini
dress. Jil Sander
shoes. Bottega Veneta
Siyan wears
shirt. Lemaire
skirt. Fax Copy Express
shoes. Jimmy Choo
opposite
dress. Evelina
shoes. Hereu
ruffs. Hardcore Circus

Credits

hat. Ilariusss

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jacket + skirt. Evelina
opposite
dress. Sportmax
hat. Ilariusss

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left to right
Siyan wears
full look. Del Core
Tess wears
dress. Mayali Studio

Credits

top. Recto
trousers + shoes. Hardcore Circus
bracelet. Arianna Fabiano
opposite
jacket. Evelina

Credits

dress. Jordan Luca
crinoline. Lorenzo Seghezzi

Credits

left to right
Arek wears
blazer, shirt + skirt. Arthur Arbesser
Siyan wears
dress + trousers. Giulia Mauro
shoes. Ann Demeulemeester
Tess wears
body. Maria Gringeri
ruffs + socks. Hardcore Circus