The H&M X Magda Butrym collaboration will bring Slavic romance to the world

The Polish ready-to-wear designer Magda Butrym has crafted a unique identity of romanticism in fashion. Working on her eponymous label for a decade, the designer’s creative vocabulary rides high on effortless elegance mixed with minimalism and sexiness. Think delicate corsages, fancy laces, dreamy ruffles, sensual silhouettes, tailored precisions, and eclectic proportions. Her signature blend of femininity, boldness, and intricate craftsmanship take centre stage in the upcoming partnership with H&M.

Known for pioneering global designer collaborations for two decades, including Karl Lagerfeld, Simone Rocha, Isabel Marant, Sabyasachi Mukherjee, and Anamika Khanna, H&M announces a special collection of womenswear, accessories, and jewellery with Butrym to explore her ethereal world of Slavic style. “Whenever we collaborate with someone, we tend to look for individuals with a strong design DNA, and that was the case with Magda. Her work is always powerful, feminine, and poetic at the same time. This collection is quintessentially Magda and that was, of course, what we were after,” says Ann-Sofie Johansson, creative advisor, H&M. 

“At first, I couldn’t quite believe it…our competition includes the biggest heritage French and English brands. So, to be recognised by H&M as a Polish designer feels like a tremendous honour, especially considering their history of incredible collaborations with fashion icons,” Butrym says excitedly. The Slavic spirit is at the heart of everything the designer does. With this collection specifically, it started with small ideas to share this ‘Slavic-ness’ with the world. “For example, the styling with the scarf, because for me, this is rooted in our tradition—women wearing a scarf around their head,” Butrym makes a point. It’s indeed chic and she shows you can style a silk scarf with a black sweater. 

The starting point for the collection was the idea of a rose—the signature brand code—in all its beauty and symbolism. “The rose is very personal and special to me. It is connected to the history of the brand. I feel the rose is bold and delicate, and always so protective, because of the form and the layers of petals. And I relate that to women; so beautiful, and yet so strong—we go through so much, and must always be able to protect ourselves,” Butrym shares. It’s not just about the look of the flowers or wearing the same, it’s more the idea that one can bloom from inside, she feels.

Additionally, the campaign, shot in Warsaw, Poland, captures the Slavic spirit—the light, colour of the sky, the distinct mix of grey, cold—melancholic—yet undeniably beautiful. For the collection, Butrym reimagines some of the iconic dresses of her brand and gives them a fresh twist with subtle new details. “I thought of it in terms of key pieces—the ones I love and wear all the time, or those my team adores. The beautiful red dress, which feels like wearing a bouquet of red roses, is one of them. So is the stunning long silver gown, crafted from intricately woven crochet. Then there are the jersey dresses and designs with petal bodices—each one special in its own way. When people think of the brand, they often associate it with red and pink, so we made sure to include those colours,” the designer takes us through the collection. 

Talking about the highlights of the collection, Johansson believes the timeless elegance of the collection is what H&M’s global patrons will resonate the most with, India alike. “It has a lot of iconic pieces where you recognise Magda’s signature details. Take for instance, the beautiful earrings, the jersey dresses, the petal bodices…I love Magda’s interpretation of the flower. She brilliantly captures both the delicacy—the way they fade away over time—and also the strength, and the sense of something protective,” she reflects. It’s the balance that Butrym strikes in her collections between the softness, and the tougher elements.

Pointing out her favourite pieces from the collection, Johansson adores the tailored leather coat. “She has such an eye for line, the cut of a shoulder, and the hem. In general, every piece shines. The colour combinations are outstanding—with the reds and the pinks, sitting alongside the cream, white, and the black. It feels very focussed, and, as I said, very Magda,” she concludes.

The collection will be available at hm.com from April 24, 2025.

All images: H&M and Alicja Kozak
 

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