everything but cigarettes

shirt + skirt. COS
opposite
dress. Sudi Etuz

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

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

full look. Burberry
opposite
dress. Sudi Etuz

full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
opposite
dress. The Kooples
shoes. COS

full look. Burberry
opposite
full look. Burberry

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

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

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.

jacket + skirt. Evelina
shoes. Lea Swarovski

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

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

hat. Ilariusss

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

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

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

dress. Jordan Luca
crinoline. Lorenzo Seghezzi

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

full look. Del Core
opposite
top + skirt. Cristiano Burani
shoes. Jeffrey Campbell

skirt. Cristiano Burani
opposite
dress. Mayali Studio
earrings + belt. Arianna Fabiano

top + skirt. Jordan Luca
crinoline. Lorenzo Seghezzi

This Schön! editorial has been produced by

photography. Lorenzo Marzi
fashion. Alda Cleofe Sterli
models. Tess Noreen Grootjen @ Select Model, Arek John + Siyan Guo @ The Lab Models
hair. Dominique Ascione
make up. Rossella Pastore
set design. Bianca Girardi
video editing + color. Lorenzo Marzi + Nicolò Bassetto
video sound. Matteo Salviato
fashion assistants. Federica Vittoria Lucia + Carlotta Battistini
lighting assistant. Nicola Cattelan
location. Lentek, Corsico (MI)