leotard. Alexandre Vaulthier
jewellery. Boucheron
opposite
coat. Paula Ka
dress. Dundas
jewellery. Vhernier
leotard. Alexandre Vaulthier
jewellery. Boucheron
opposite
coat. Paula Ka
dress. Dundas
jewellery. Vhernier
Credits
The stars are aligning in our favour for this vintage-inspired Schön! online editorial photographed by Jair Sfez. Model Linde is a diva supreme, wearing pieces from Alexandre Vaulthier, Paula Ka, Dundas and more styled by Joy Sinanian. Big style means big hair, a look accomplished by hair stylist Mickael Jauneau. Topping off this glam look is the make up work of Sarah Atallah.
dress. Jenny Packham
jewels. Lydia Courteille
dress. Jenny Packham
jewels. Lydia Courteille
Credits
jumper. Martin Grant
shoes. Christian Louboutin
earrings. Lydia Courteille
rings. Vhernier
opposite
dress + shoes. Moschino
earrings. Mulberry
jumper. Martin Grant
shoes. Christian Louboutin
earrings. Lydia Courteille
rings. Vhernier
opposite
dress + shoes. Moschino
earrings. Mulberry
Credits
leotard. Alexandre Vaulthier
boots. Elie Saab
jewellery. Boucheron
leotard. Alexandre Vaulthier
boots. Elie Saab
jewellery. Boucheron
Credits
top. Andrew Gn
shorts. Dundas
jewellery. Akillis
opposite
trousers. Oud Paris
shoes. Pierre Hardy
coat. Saint Laurent Paris
top. Andrew Gn
shorts. Dundas
jewellery. Akillis
opposite
trousers. Oud Paris
shoes. Pierre Hardy
coat. Saint Laurent Paris
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.
