Blouse / Mo Benchellal
Dress / Christian Wijnants
Necklace / & Other Stories
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Jumper / J.W. Anderson
Skirt / Marc by Marc Jacobs
Blouse / Mo Benchellal
Dress / Christian Wijnants
Necklace / & Other Stories
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Jumper / J.W. Anderson
Skirt / Marc by Marc Jacobs
Credits
Photographer Liselotte Schuppersand stylist Julia Mὔller team up to bring to life a dream of spring in this Schön! online editorial. The pastoral settings are mirrored in the floral patterns worn by model Naomi, coming from the likes of J.W. Anderson, Marc by Marc Jacobs and Kenzo. Hair and make-up byPascale Hoogstraate provide the ultimate touch to an already bucolic mise-en-scène.
Dress / Three Graces of London
Trousers / MSGM
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Turtleneck / Numph
Dress / Kenzo
Dress / Three Graces of London
Trousers / MSGM
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Turtleneck / Numph
Dress / Kenzo
Credits
Dress / Dennis Diem
Boots / Dr. Martens
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Dress / Love Moschino
Trousers / Stieglitz
Dress / Dennis Diem
Boots / Dr. Martens
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Dress / Love Moschino
Trousers / Stieglitz
Credits
Dress / Claes Iversen
Jumper / Samsoe Samsoe
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Black dress / ST. Studio
Coloured dress / Liu Jo
Dress / Claes Iversen
Jumper / Samsoe Samsoe
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Black dress / ST. Studio
Coloured dress / Liu Jo
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
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full look. Burberry
Credits
dress. H&M Edition
leggings. Calzedonia
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full look. Maje
dress. H&M Edition
leggings. Calzedonia
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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
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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.
