H&M’s New Collaboration with Magda Butrym is an Ode to Slavic Romance

From Balmain and Mugler to Rokh and Anamika Khanna, H&M has continuously sought out industry leaders to create unique and accessible ready-to-wear collections over the past two decades. This spring, the retailer is taking this longstanding tradition to new heights by teaming up with luxury Polish designer Magda Butrym.

Butrym’s design ethos is based on a minimalist-yet-sexy, elegant-meets-effortless approach. Since debuting with her first official presentation at Paris Fashion Week earlier this year, she has become known for her sophisticated take on femininity.

Butrym often draws from her European heritage and frequently collaborates with fellow Polish artisans, making her H&M partnership — the brand’s first with a Polish designer — all the more special.

“To be acknowledged by H&M felt like a huge honour, especially given their incredible history of collaborations with fashion’s greatest names,” Butrym tells FASHION. “I vividly remember watching those past collaboration announcements and even buying a few pieces myself. Back then, it was hard to imagine that a designer from Poland would ever be a part of that.”

The team behind H&M is equally thrilled about the partnership. “With Magda’s pieces, there is a certain edge to everything. She has really skilled pattern makers in her studio — real Polish talent — and you see [their] knowledge within the collection,” says Ann-Sofie Johansson, H&M’s Creative Advisor. “We love how she is tapping into her heritage and that this collection is definitely an ode to [the] Slavic spirit. It’s just so Magda!'

Butrym centred the collaboration around the idea of Slavic romance, a concept near and dear to her heart. “There’s a certain spirit, an ethereal beauty intertwined with poetry — even a touch of melancholy. The Slavic spirit is at the heart of everything we do, and you can really feel that in this collection,” says Butrym.

For Butrym, that spirit lives even in the smallest details. Case in point: silk scarves wrapped around models’ heads, a tradition deeply rooted in Slavic culture. On a larger scale, the campaign was shot against the Slavic sky in Warsaw, Poland. “I believe this will be a significant moment for the Polish community, both within Poland and beyond,” she says.

In addition to marking 20 years of designer collaborations for H&M, the line also celebrates the 10th anniversary of Magda Butrym. She honours the milestone in this collection by revisiting some of her archival design elements like flowers and playful shapes.

Each piece in the collection features Butrym’s signature feminine touch, seen through pastel pinks, striking reds and the line’s defining rose motif. The flower comes alive across apparel, accessories and jewellery, dancing across petal-adorned bodices and blooming out of soles. The true standout piece features a unique silhouette: a red ruffled mini dress reminiscent of a fresh bouquet.

“The rose is deeply personal and connected to the history of the brand. I see it as a reflection of women: so beautiful yet incredibly strong,” says Butrym. “It’s not just about the look of the flower or wearing it. It’s more about the idea that you can bloom from within. I wanted that spirit to be infused into every piece, whether it’s a cap, a coat or a dress.”

As far as Butrym’s favourites go, she adores the collaboration’s deep burgundy leather coat, the aforementioned rose dress and an intricately woven silver gown. What she is most excited for, though, are the endless opportunities that the collection could bring.

“I really hope this collaboration sends a positive message and serves as inspiration for designers all over the world. I want to show that there’s no one path to success,” she says. “There are so many ways to succeed, and that’s such an important and uplifting message to share. Anything is possible.”

The Femininity in Bloom collection by H&M and Magda Butrym will be available at hm.com and in select stores starting April 24th.