dress. Carlos Pineda
mocasines. Camper Lab
opposite
jumpsuit + bra. Andreas Sarda
boots. Camper Lab
dress. Carlos Pineda
mocasines. Camper Lab
opposite
jumpsuit + bra. Andreas Sarda
boots. Camper Lab
Credits
Let the wind guide you in this Schön! editorial produced by photographers Edu + Gabi with art direction provided by Marta Cazalla. Fashion for the journey is by Patrycja Juraszczyk who styles model África Pérez in looks by Ana Locking, Jil Sander, Camper Lab and others. Hair and make up by artist Helena Font.
leather corset + dress. Ana Locking
opposite
dress. Juan Vidal
shoes. The Kooples
necklace. Najjat Harb
leather corset + dress. Ana Locking
opposite
dress. Juan Vidal
shoes. The Kooples
necklace. Najjat Harb
Credits
leather corset + dress. Ana Locking
shoes. Emporio Armani
opposite
full look. Jil Sander
leather corset + dress. Ana Locking
shoes. Emporio Armani
opposite
full look. Jil Sander
Credits
jacket + skirt. Ana Locking
boots. Jil Sander
opposite
sweater, trousers + headpiece. Max Mara
shoes. MSGM
jacket + skirt. Ana Locking
boots. Jil Sander
opposite
sweater, trousers + headpiece. Max Mara
shoes. MSGM
Credits
full look. Jil Sander
opposite
coat + dress. Emporio Armani
shoes. Adieu Paris
full look. Jil Sander
opposite
coat + dress. Emporio Armani
shoes. Adieu Paris
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.
