Photography duo Williams + Hirakawa bring us into pastures new in this poppy field narrative, shot exclusively for Schön! online. Fashion by Tracy Cyprow clothes Amy Hixson in delicate floral visions, with pieces by Akris, Ellery and MaxMara.
Dress / Alice McCall
Jacket / Quin by Puey Quinones
Jewellery throughout / Joomi Lim
Opposite
Top / Sally Lapointe
Hat throughout / Gladys Tamez
Dress / Alice McCall
Jacket / Quin by Puey Quinones
Jewellery throughout / Joomi Lim
Opposite
Top / Sally Lapointe
Hat throughout / Gladys Tamez
Credits
Suit / Ellery
Suit / Ellery
Credits
Suit / Ellery
Suit / Ellery
Credits
Dress / Alice McCall
Opposite
Jumpsuit / Akris
Dress / Alice McCall
Opposite
Jumpsuit / Akris
Credits
Dress / Alice McCall
Jacket (in Hand) / Alexander Wang
Dress / Alice McCall
Jacket (in Hand) / Alexander Wang
Credits
Dress / Tibi
Opposite
Top / Zero + Maria Cornejo
Skirt / Max Mara
Shoes / Dear Frances
Dress / Tibi
Opposite
Top / Zero + Maria Cornejo
Skirt / Max Mara
Shoes / Dear Frances
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.
