In a capitalist world, we’re all suckers under the consumption trap — a concept describing the tendency of individuals to become obsessed with the continual acquisition of more goods and services. This relentless pursuit of material possessions often leads to several adverse consequences — from debt to stress. In this Schön! editorial, photographer Luo explores why, exactly, we are obsessed with consuming material goods.
opposite
corset. Never Offend L Ange
skirt. Mooly
shoes. Stylist’s Own
opposite
corset. Never Offend L Ange
skirt. Mooly
shoes. Stylist’s Own
gloves. William
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overcoat. R V LIX
top. KIMUSSO
earrings + necklace. Tysgrocery
gloves. William
opposite
overcoat. R V LIX
top. KIMUSSO
earrings + necklace. Tysgrocery
Credits
corset. Never Offend L Ange
skirt. Mooly
shoes. Stylist’s Own
corset. Never Offend L Ange
skirt. Mooly
shoes. Stylist’s Own
Credits
dress. Yanjie Xu
dress. Yanjie Xu
Credits
This Schön! editorial has been produced by
photography + creative direction. Luo
art direction. Osyear
fashion. Funky
model. Runa
hair. Gauch
make up. Luoyun
lighting. King
fashion assistants. Yidian + Shuqi
art assistant. Tangtang
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
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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
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full look. Maje
dress. H&M Edition
leggings. Calzedonia
opposite
full look. Maje
Credits
full look. Burberry
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dress. Sudi Etuz
full look. Burberry
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dress. Sudi Etuz
Credits
full look. Sudi Etuz
shoes. H&M Edition
gloves. Eli Peacock
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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.
