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For the first time in its 20-year history of fashion collaborations, Swedish fashion giant H&M has teamed up with a Polish designer. The collection highlights Magda Butrym’s heritage and unique style: a tribute to femininity in bloom and an invitation to discover the romantic world of Slavic style.
“The rose, the rose is alive!”
ADVERTISEMENTThe leitmotif of the collection is the rose – an unrivalled paragon of femininity – delicate yet confident, subtle yet independent, delightful and constantly evolving.
“I see this collection as an invitation to our world – a celebration of femininity and flowers. Each piece reflects the spirit of Slavic romance,” emphasises designer and brand founder Magda Butrym in an H&M press release.
The rose is an ever-present motif in Slavic mythology, reflecting the poetry of the romantic era as well as Polish folklore. In her latest collection, Butrym hopes to invite a larger audience than ever into the world of Slavic mysticism.
In the words of Polish national poet Adam Mickiewicz: “the rose is alive! a soul has entered it”, and the flower is a constant reminder of the steadfastness of women who, despite the prevailing gloom on the pages of 19th-century Polish history, exuded strength and self-confidence.
The collection also commemorates the 10th anniversary of the Magda Butrym label, becoming an opportunity to rediscover its most iconic silhouettes.
It includes archive designs from the fashion house – from airy dresses inspired by flower petals to wide-shouldered blazers and oversize structured coats.
Slavic Venus
Some key pieces from the collection include a red ruffled gown reminiscent of a bouquet of roses, a flowing lace creation and a deep burgundy leather coat. Each captures the essence of the collection, combining femininity, boldness and masterful craftsmanship.
Jersey dresses in shades of pink and red and an expressive rose pattern also stand out. They wrap the silhouette for a modern, versatile look. Timeless black suits with strong shoulders and rose jacquard lining emphasise Magda’s architectural approach to fashion.
“We are thrilled to invite people into Magda’s powerful and poetic world. The collection teems with vitality and joy, reflecting the designer’s extraordinary ability to capture contemporary femininity in a unique way,” adds Ann-Sofie Johansson, the Creative Advisor for H&M.
Accessories from the collection include flower-heeled sandals, iconic flower-shaped earrings set with silver crystals and silk scarves that reinterpret polish femininity in an elegant, contemporary style.
The collection will be available on hm.com and in selected shops from Monday, 24 April 2025.
‘Magdalena’ in Paris
Magda Butrym made another appearance at Paris Fashion Week, presenting the ‘Magdalena’ collection for the autumn/winter 2025-2026 season. The show took place in an elegant space overlooking Parc Monceau, where, amidst Polish glass art and hand-knitted lace, the models presented creations combining romance with strength.
Her designs have been worn by, among others, Gigi Hadid, Dua Lipa, Rihanna, Rosie Huntington-Whiteley, Selena Gomez, Natalie Portman, Jennifer Lawrence and Hailey Bieber, thus consolidating the brand’s position among global luxury fashion houses.
Butrym’s characteristic creases, floral appliqués and oversized jackets, inspired by the 1980s, underlined her unique style. The collection is a tribute to Polish heritage, skillfully transformed into modern fashion with a global appeal.
