Schön! 50 is a milestone fifteen years in the making. This is the fifty issue — an edition that brings together fashion, film, music and culture in the way this magazine has always tried to: on equal terms, with the people at the centre of it all. No parent company, no safety net, just a group of people who believe that the next page might be the best one yet.
MCM celebrates its own 50th anniversary in 2026 — and the symmetry of that moment appearing in Issue 50 of Schön! was simply too good not to honour. Lydia Kitty Burns wears the MCM S/S 2026 collection with the ease and authority it deserves, and Quentin Krüger photographs it with a precision and energy that suits a brand arriving at its own milestone. Two fifties, one story.
The full issue features Hannah Waddingham, Danna, Hari Nef, Jack Quaid, Sofia Boutella, Ayra Starr, Naïka, Odeal, Chase Stokes, Fernando Lindez and Emily Rudd, with fashion stories also featuring FENDI, Louis Vuitton, Dior Dioriviera 2026 by Jonathan Anderson, GANT and Parajumpers. 334 pages.
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