top + shorts. Tigran Avetisyan
boots. Nicholas Kirkwood
opposite
blazer + trousers. Gabriela Hearst
boots. Nicholas Kirkwood
top + shorts. Tigran Avetisyan
boots. Nicholas Kirkwood
opposite
blazer + trousers. Gabriela Hearst
boots. Nicholas Kirkwood
Credits
Photographer Dylan Kronen captures a calm scene in this Schön! online editorial. Fashion by Irina Drubina sees model Maria Belova styled in structured pieces by the likes of Jacquemus, Cos and Ralph Lauren; whilst hair and makeup by Cate Gorelova provides the ultimate subtle touch.
dress. Jacquemus
tights. Calzedonia
shoes. Hunter
opposite
shirt. Boss
jacket. Fellini
bomber. Vintage
trousers. Cos
shoes. Hunter
dress. Jacquemus
tights. Calzedonia
shoes. Hunter
opposite
shirt. Boss
jacket. Fellini
bomber. Vintage
trousers. Cos
shoes. Hunter
Credits
shirt. Ralph Lauren
shirt. Boss
jacket. Bytom
trousers. Cos
belt. Stylist’s Own
opposite
shirt. Ralph Lauren
jacket. Vintage
shirt. Ralph Lauren
shirt. Boss
jacket. Bytom
trousers. Cos
belt. Stylist’s Own
opposite
shirt. Ralph Lauren
jacket. Vintage
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.
