top + trousers. Johanna Parv
gloves + shoes. Ingrid Kraftchenko
earrings. Hanying Hu
top + trousers. Johanna Parv
gloves + shoes. Ingrid Kraftchenko
earrings. Hanying Hu
Credits
Photography by Pascal Emmeran sees model Indiah Lavers showing off her attitude in this Schön! online editorial. Carefully styled by Hannah Chabbani, Indiah Lavers is poses freely for the camera in full looks from brands like Ingrid Kraftchenko, Johanna Parv and Ellinor Braennstroem. Makeup by Asuka Fukuda and hair by Tetsuya Kaneko add a powerful touch to the scene.
top + skirt. Johanna Parv
shoes. Zara
lip ring + ring. Hanying Hu
top + skirt. Johanna Parv
shoes. Zara
lip ring + ring. Hanying Hu
Credits
jacket + skirt. Johanna Parv
shoes. Zara
earring + bag. Hanying Hu
jacket + skirt. Johanna Parv
shoes. Zara
earring + bag. Hanying Hu
Credits
top + trousers. Johanna Parv
gloves + shoes. Ingrid Kraftchenko
earrings. Hanying Hu
top + trousers. Johanna Parv
gloves + shoes. Ingrid Kraftchenko
earrings. Hanying Hu
Credits
dress + bag. Johanna Parv
headpieces. Ellinor Braennstroem
earring. Hanying Hu
dress + bag. Johanna Parv
headpieces. Ellinor Braennstroem
earring. Hanying Hu
Credits
jacket + trousers. Ellinor Braennstroem
shoes. Zara
jacket + trousers. Ellinor Braennstroem
shoes. Zara
Credits
full look. Ingrid Kraftchenko
full look. Ingrid Kraftchenko
Credits
head piece. Johanna Parv
shirt. Ellinor Braennstroem
jacket + trousers. Ingrid Kraftchenko
shoes. Topshop
ring + belt chain. Hanying Hu
head piece. Johanna Parv
shirt. Ellinor Braennstroem
jacket + trousers. Ingrid Kraftchenko
shoes. Topshop
ring + belt chain. Hanying Hu
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.
