work drains my soul, but i love it
“WORK DRAINS MY SOUL, but I love it” is the debut fashion film by Tyra Galiyeva which follows a woman so exhausted that her daily journey blurs into one long, dreamlike haze. Much like a video game, she drifts through metro lines, chasing career goals — but for what? Through this lighthearted yet biting critique of overwork culture, Tyra reflects on the exhaustion we all face. Created in collaboration with cinematographer Daria Balanovskaya and animator Norma Smirnova, the film blends surreal visuals and a pulsing techno beat to mirror the chaotic, rhythmic grind of life in a big city, where every minute of sleep counts, even on the metro. So far, the film has been critically acclaimed at two of the biggest festivals for fashion films: ASVOFF in Paris, winning Best Sound Design, and BFFF in Berlin, earning Rising – Best Direction.
opposite
shirt. Comme des Garçons
blazer skirt. ZOFI
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
Credits
shirt. Comme des Garçons
blazer skirt. ZOFI
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
Credits
shirt. Comme des Garçons
blazer skirt. ZOFI
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
socks. Calzedonia
opposite
shirt. Comme des Garçons
silk tie. Emporio Armani
Credits
shirt. Comme des Garçons
blazer skirt. ZOFI
heels. Stylist’s Own
silk tie. Emporio Armani
bag. Louis Vuitton
opposite
shirt. Comme des Garçons
blazer skirt. ZOFI
heels. Stylist’s Own
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
socks. Calzedonia
Credits
shirt. Comme des Garçons
blazer skirt. ZOFI
heels. Stylist’s Own
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
socks. Calzedonia
opposite
shirt. Comme des Garçons
blazer skirt. ZOFI
heels. Stylist’s Own
silk tie. Emporio Armani
belt. Hermès
bag. Louis Vuitton
socks. Calzedonia
Credits
direction, casting direction + production. Tyra Galiyeva
director of photography + editing. Daria Balanovskaya
fashion. Lola Maqueda
models. Luca Aimee + Lola Maqueda
hair. Deborah Sola Fernandez
make up. Ylenia Sigona
animation. Norma Smirnova
graphic design. Chiara Chiavazza
colorist. Zoe Candito
sound design. Simone Antonioni
music. Billy Sane – “Flu shot” + Simone Antonioni – “Toxic water”, Verlag
photography on set. Martin Tournebize
special thanks. Alice Rosati and all those who supported the film
direction assistant. Vlada Bezel
fashion assistant. Corvus du Pont
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popular on Schön!
pulling the strings
The project reimagines the traditional dynamics of editorial fashion, offering a bold and dreamlike interpretation of the “pull letter” concept. The process of sourcing garments from brands is often a delicate dance of negotiation, where access is never guaranteed, and even the most coveted pull letter cannot always unlock the desired pieces. This editorial dares to blur the lines between reality and illusion, replacing physical garments with hyper-realistic printed replicas—transforming fashion into an exquisite mirage.
Freed from the constraints of availability and brand permissions, this visionary approach opens the door to limitless creativity, where style exists untethered from logistics. Each meticulously crafted print is seamlessly woven into styled scenes, playing with perception and elevating fashion to the realm of the surreal. Against a backdrop of towering boxes, scattered paperwork, and the quiet chaos of a stylist’s world, the editorial captures the unseen labor behind fashion’s polished façade.
At its core, this project is an invitation—to rethink access in fashion, to challenge the industry’s rigid structures, and to explore the boundless nature of creativity when imagination leads the way. Featuring photography by Ragazzi Nei Paraggi, set design by Jessica Zorzin and Beatrice Bonetto, with fashion by Giulia Lombardi who styles model Estefanía Thaler Op de Beec in looks by Miu Miu, Loewe, Marni and others, with make up by Clarissa Carbone.
jacket. Fidan Novruzova
panties. Miu Miu
shoes. Sergio Rossi
earrings. Justine Clenquet
tights. Wolford
Credits
top. Dolce & Gabbana
shorts. Jacquemus
shoes. Jil Sander Archive
bag. Gucci
belt. Stylist’s Own
opposite
coat. Prada
shoes. A.W.A.K.E MODE
earring. Hugo Kreit
socks. Burlington
Credits
body. Blumarine
shoes. Loewe
earrings. Marni + Justine Clenquet
belt. Miu Miu
tights. Stylist’s Own
opposite
body. Blumarine
earrings. Marni + Justine Clenquet
belt. Miu Miu
tights. Stylist’s Own
Credits
coat. Prada
jacket. Fidan Novruzova
panties. Miu Miu
shoes. Loewe
earring. Hugo Kreit
bag. Gucci
Credits
photography. Ragazzi Nei Paraggi
fashion. Giulia Lombardi
model. Estefanía Thaler Op de Beec
make up. Clarissa Carbone
set design. Jessica Zorzin + Beatrice Bonetto
location. H4X Studio
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popular on Schön!
we kill the flame
coat. Balenciaga A/W 2018
heels. Scarosso
bag. Coach
Credits
“Who are we? The human breed comes naked to this place called the fear machine. Crawling out in bloody slime, multiplying pain and crime. And when the earth is slowly burning, the killer girl slips in a boundless uniform. Destructive nature of the fire, delusion only sees. Illuminating thoughts in void, as nothingness what fire fears. Killer girl brings suffocation, expression through the bonds of being. Turned off machine, turns off the lights, in darkness finally sees the heart, the killing of the flame, and finally, death to the eyes.
This Schön! editorial written by Mia Doan has been photographed and directed by Marc Aldinger with fashion by Natalia Wierzbicka who styles Emma Groeper in looks by Coach, Balenciaga, Scarosso and others, with hair and make up by Abi Hutchinson.
coat. Balenciaga A/W 2018
heels. Scarosso
opposite
coat. Balenciaga A/W 2018
heels. Scarosso
Credits
coat. Balenciaga A/W 2018
Credits
jacket. Yohji Yamamoto Multi Bottom 1990
dress. & Other Stories
heels. Ancuta Sacra
hair accessoire. @ Prag Agency
opposite
jacket. Yohji Yamamoto Multi Bottom 1990
dress. & Other Stories
hair accessoire. @ Prag Agency
Credits
This Schön! editorial has been produced by
photography + art direction. Marc Aldinger
fashion. Natalia Wierzbicka
model.Emma Groeper @ Tigers Management
hair + make up. Abi Hutchinson
set. Perrti Hagelstein
retouch. Marc Aldinger
lighting. Marco Breidenbach
text. Mia Doan
photography assistants. Burak Isseven
