“We must always change, renew, rejuvenate ourselves; otherwise we harden.”
Johann Wolfgang von Goethe
Fashion is a living language.
As a vital creative force, it constantly reinvents itself, shifting form with each new season, each new voice, each new body that wears it.
For this issue of Schön!, we wanted to look back at why fashion magazines exist in the first place. We questioned our creative process, our work, and our vision — and realised this: it all starts with the models and the designers, the talented teams, the faces and the stories that give shape to a concept. The impulse for change gives the beat, and the need for reinvention sets the rhythm.
At the centre of our Issue 49 story is our cover star Aweng Chuol, who epitomises beauty as something alive, fluid and ever-changing. Inside, Noah Bates adds a sharp edge to menswear, underscoring fashion’s core — evolution over stasis.
We spotlight the talent reshaping style and culture in their own ways. Haley Lu Richardson, radiant in PANDORA, reinvents herself through her debut poetry book and pole-dancing pursuits. Lexie Liu bridges music and futurism, while Charlie Heaton captures the restless momentum of change as he prepares for the release of the final season of Stranger Things. Sonja Weißer grounds the idea of reinvention with an actor’s quiet strength, while Asha Banks and Ella Anderson embody youth in flux — a reminder of film’s enduring creative power.
The pages of Schön! have always been open to voices who resist definition, such as model and activist Vivian Jenna Wilson and timeless icon Erykah Badu, whose groundbreaking fusion of music, soul and style has redefined cultural boundaries for decades — reminding us that change is not a trend, but a way of being.
In Berlin, we turn our lens to artisans whose craft becomes a form of storytelling: florist Lilo Klinkenberg, food stylist Hannah Kleeberg, photographer and content creator Melanie Kieback, and author Raphaëlle Red. Each of them is portrayed in CHANEL, underscoring how creation itself is an act of reinvention — whether through words, images, flavours or blooms.
In an exclusive editorial with Louis Vuitton, we show iconic codes reimagined through a fresh lens. The A/W 2025 collection by Nicolas Ghesquière is a perfect example of fashion that combines heritage, modernity and novel inspiration to continue writing new stories.
Schön! 49 explores the energy of fashion — the forward motion of imagination, the inventive flow that underpins every feature in this issue. Creating is an act of reinvention, and every reinvention begins with the people behind the stories.
cover. Charlie Heaton by Cody Lidtke
digital release. October 2025
publisher. ©Schön! Magazine
316 pages
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