shirt. Giuseppe Buccinnà
blazer + shorts. Angelia Ami
coat. Annakiki
shoes. Linea Rosa
shirt. Giuseppe Buccinnà
blazer + shorts. Angelia Ami
coat. Annakiki
shoes. Linea Rosa
Credits
Break the binary in this Schön! online editorial shot by Domenico Petralia. Ensnared by the cold straightforwardness of data and computers, model Oleksa shakes the cables loose with variations on academic and business-wear styled by Joanna Gyamera.
cardigan, top + skirt. Pringles of Scotland
shoes. Rayne
glasses. Miu Miu
opposite
blazer. Angelia Ami
trousers. MRZ
cardigan, top + skirt. Pringles of Scotland
shoes. Rayne
glasses. Miu Miu
opposite
blazer. Angelia Ami
trousers. MRZ
Credits
dress. 5Preview
opposite
blazer. Angelos Frentzos
shoes. Linea Rosa
dress. 5Preview
opposite
blazer. Angelos Frentzos
shoes. Linea Rosa
Credits
bag. Magrì
opposite
top + skirt. Agnona
shoes. Linea Rosa
bag. Magrì
opposite
top + skirt. Agnona
shoes. Linea Rosa
Credits
shirt. Giuseppe Buccinnà
dress. Giuliva Heritage Collection
scarf. Mantero
shoes. Racine Carrée
opposite
top + skirt. Krizia
shirt. Giuseppe Buccinnà
dress. Giuliva Heritage Collection
scarf. Mantero
shoes. Racine Carrée
opposite
top + skirt. Krizia
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.
