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Schön! Magazine •

haunting beauty | alexander mcqueen ss25

For Spring/Summer 2025, McQueen’s new creative director, Seán McGirr, draws deeply from his Irish roots, reimagining the banshee — a figure steeped in folklore — as a powerful muse. For McGirr, the banshee is more than a ghostly presence; she’s a force of emotion, memory, and strength. This personal connection, one passed down through stories from his mother, feels alive in this collection, where myth and modernity meet in a celebration of McQueen’s legacy.
Schön! Magazine •

paris is louboutining | louboutin’s aquatic show

Christian Louboutin knows how to make a splash — literally. His latest show, held at Paris’s iconic Piscine Molitor, blends high fashion with high art. Imagine the French Olympic artistic swimming team gracefully cutting through the water, but with an audacious twist: they’re doing it in heels. Yes, you read that right. Louboutin’s Spring/Summer 2025 collection took centre stage in a truly unique way, co-created by none other than visionary David LaChapelle and choreographed by Blanca Li.
Schön! Magazine •

tissot x grendizer | sylvain dolla on the latest collaboration

When Sylvain Dolla, CEO of Tissot, talks about the brand’s collaboration with UFO Robot Grendizer, it’s clear this project brings out a personal connection. “Some of us grew up watching Grendizer. When the opportunity came to blend this iconic character with our watchmaking expertise, it just felt right,” he says. The collaboration taps into a mix of nostalgia and craftsmanship, with Tissot bringing its PRX line together with a Japanese pop culture icon.
Schön! Magazine •

atelier | the new h&m aw menswear collection

H&M’s Atelier collection for Autumn/Winter 2024 redefines modern menswear with an approach that feels familiar and fresh. Under the creative direction of Ana Hernández, Atelier offers an elevated, capsule wardrobe that’s all about balancing heritage with the demands of modern life. Think classic overcoats paired with unexpected mesh singlets or relaxed tailoring that feels as good as it looks. And the campaign’s star, Swedish actor Bill Skarsgård, fits this description perfectly.
Schön! Magazine •

denim for days | diesel ss25

For Diesel’s Spring/Summer 2025 collection, Glenn Martens doesn’t just reimagine fashion — he’s flipping it on its head. This season, Diesel finds beauty in the unexpected: what’s distressed, destroyed, and left behind. “There is beauty in waste,” Martens says, capturing the brand’s bold new ethos. He’s not just talking about sustainability as a buzzword, though — it’s woven into every stitch, with waste at the heart of something refreshingly new.
Schön! Magazine •

flowers of the concrete | gcds ss25

For Spring/Summer 2025, GCDS presents a collection that resonates deeply with today’s youth, entitled “Flowers of the Concrete.” Styled by the legendary Carine Roitfeld, this collection is a love letter to modern femininity and resilience. Giuliano Calza, GCDS’s creative director, taps into the energy of a generation that bends the arc of pop culture, pushing boundaries with both style and substance — it’s not a case that the runway show featured music from Charli xcx.
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