spring out

dress. SHOWROOM PLUS
shoes. Jady Rose
accessories. SUMIYAKI
opposite
dress. SHOWROOM PLUS
shoes. Jady Rose
accessories. SUMIYAKI

Credits

The concept behind this Schön! editorial, captured by photographer and art director Fifi Chen, is the female otaku. Chen believes that when we think of a female otaku, we think of those who stay at home because home meets all needs. In fact, after interviewing several girls who do not go out for a long time, Chen gradually found that “home” is actually not a physical space, but a psychological space.

The reason behind otaku behaviour is that otaku people are more interested in cultivating their own interests, enriching their inner world, and driving higher-quality social interaction with like-minded people. They are a diverse group with a strong sense of interest, spontaneous personality and active lifestyle. They just live in their own little world and like to go out and enjoy the fresh air once in a while. This Schön! editorial explores just that.

dress. SHOWROOM PLUS
shoes. Jady Rose
accessories. SUMIYAKI

Credits

dress. SHOWROOM PLUS
shoes. Jady Rose
accessories. SUMIYAKI

Credits

top suit jacket + leotard. ZARA
opposite
top suit jacket + leotard. ZARA

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top. JNBY
skirt. Photographer’s Handmade
shoes. Nike
opposite
top. JNBY
skirt. Photographer’s Handmade

Credits

top. JNBY
shoes. Nike
opposite
top. JNBY
shoes. Nike

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top. JNBY
opposite
sweater + trousers. CHICJOC
shoes. Jody Rose
accessories. Model’s Own

Credits

trench coat. JNBY
sweater + trousers. CHICJOC
shoes. Jody Rose
accessories. Model’s Own

Credits

This Schön! editorial has been produced by

photography, creative direction + fashion. Fifi Chen
model. Moon @ VMODELS
hair + make up. Bai Bei @ JOGO STUDIO
production. Vincent Ma
photography assistant. Hugh, Skye Gan + Zlemon Huang

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heat index

sunglasses. Burberry
opposite
sunglasses. Versace

Credits

Hot girl summer is on the way with these shades by Burberry, Versace, Moncler and others, styled by Géraldine Jennifer Heeb with photography by David Rego — can you take the heat?

sunglasses. Moncler
opposite
sunglasses. Emporio Armani

Credits

sunglasses. Emporio Armani
opposite
sunglasses. Moncler

Credits

sunglasses. Moncler
opposite
sunglasses. Swarovski

Credits

sunglasses. Burberry
opposite
sunglasses. Burberry

Credits

This Schön! editorial has been produced by

photography. David Rego
set design. Géraldine Jennifer Heeb

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excentric molecules

top. Mugler

Credits

Step into a hazy daydream with models Anna Pavlova and Tess Hoentjen photographed and styled by Catalina Agudelo with make up by artist Julia Masferrer.

jacket. Marc Juan
top. Calvin Klein
shoes. Miu Miu
opposite
jacket. Vintage
top. Calvin Klein
short. Dolce & Gabanna
shoes. Miu Miu

Credits

jacket. twiggy
top. Calvin Klein
shoes. Miu Miu
trousers. Adidas Vintage
opposite
jacket. twiggy
top. Calvin Klein
shoes. Miu Miu
trousers. Adidas Vintage

Credits

jacket. Vintage
top + jeans. Calvin Klein
shoes. Miu Miu
opposite
jacket. Marc Juan
top. Calvin Klein
shoes. Miu Miu

Credits

shirt. twiggy

Credits

top. Mugler

Credits

shirt. twiggy
shoes. Miu Miu
trousers. Adidas Vintage
opposite
shirt. twiggy
shoes. Miu Miu
trousers. Adidas Vintage

Credits

jacket. Vintage
top. Calvin Klein
short. Dolce & Gabanna
opposite
jacket. Vintage
top. Calvin Klein
short. Dolce & Gabanna
shoes. Miu Miu

Credits

full look. Marc Juan
opposite
full look. Marc Juan

Credits

top. twiggy
trousers. Loewe

Credits

This Schön! editorial has been produced by

photography + fashion. Catalina Agudelo
models. Anna Pavlova + Tess Hoentjen @ Two Management Barcelona
make up. Julia Masferrer

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mayfair’s finest | helen anthony and the art of craftsmanship

full look. Helen Anthony

Credits

Tucked away in the heart of Mayfair, the new Helen Anthony flagship store stands as a striking symbol of the brand’s unwavering dedication to luxury, elegance, and contemporary refinement. Spanning three thoughtfully designed floors, the boutique captures the spirit of the Helen Anthony identity — offering a sophisticated, immersive space that invites clients into a world of timeless fashion and artisanal craftsmanship.

Each floor unveils a unique ambiance: the sleek, minimalist main showroom sets a modern tone, while smaller, curated rooms offer a more intimate setting where the meticulous details of each collection can be fully appreciated. With its refined aesthetic and elegant simplicity, the store provides the ideal canvas for Helen Anthony’s expertly tailored creations to shine, allowing clients to experience the brand in its truest form.

More than just a retail destination, the boutique offers bespoke services within a carefully curated environment, appealing to those who seek exclusivity, personal attention, and an elevated fashion experience. Renowned for its precision tailoring and graceful silhouettes, Helen Anthony masterfully fuses bold design with timeless sensibility. Each collection, crafted from the finest fabrics, reflects a harmonious balance of modernity and tradition — designed for individuals who appreciate enduring style and confident elegance.

To celebrate the latest collection, an intimate photoshoot was staged in and around the flagship store’s prestigious Mayfair setting. This location was chosen not only for its visual appeal but also as a tribute to the brand’s roots and its deep connection to the neighborhood — reinforcing Helen Anthony’s ties to heritage, sophistication, and elevated design. By seamlessly blending fashion with place, it highlighted how each garment reflects Helen Anthony’s core values — transforming clothing into a narrative of identity, purpose, and refined taste.