ANNOUNCING MAGDA BUTRYM H&M: FEMININITY IN BLOOM

The partnership marks the first time in H&M’s twenty-year history of pioneering designer collaborations that the brand has worked with a Polish designer.

The collaboration spotlights Magda Butrym’s heritage and unique voice: it is a celebration of femininity in bloom, and an invitation to explore a romantic universe of Slavic style.

“I really see this collection

as a chance to invite people

into our world – and to celebrate

femininity, and the flower.

Each piece brings its own sense of Slavic romance, while paying homage to the history of our brand.”

- Magda Butrym

The collection uses a rose as its central motif.

To Magda, it is the perfect symbol of womanhood:

both soft and confident,

delicate and independent,

arresting and ever-growing.

The collection also marks the 10-year anniversary of the Magda Butrym brand, presenting the opportunity for a revisiting of the brand’s most beloved silhouettes. It features various iconic garments from the house’s archive, from diaphanous dresses that recall petals and blooming flowers, through to wide-shouldered tailoring and structured, oversized coats.

Key pieces in the collection include a red ruffled gown, which conjures the feel of a bouquet of red roses, a sweeping crochet lace gown, and a rich burgundy leather coat. All embody the essence of the collection, showcasing Magda's signature blend of femininity, boldness, and intricate craftsmanship.

Other highlights include jersey dresses, in the collection’s signature tones of pinks and reds, as well as a striking rose print. The dresses envelope the body and offer a versatile and modern look. Timeless black tailoring, with a strong shoulder and a rose jacquard lining, shows Magda’s skill for architecture. Accessories include strappy sandals with flowers at the heels, iconic flower earrings rendered in silver crystals, and silk headscarves that reinterpret Polish femininity with an elegant, contemporary edge.

“We are thrilled

to be inviting people into

Magda’s powerful and poetic world. T

he collection is full of vitality and joy

and speaks to Magda’s exceptional skill for interpreting contemporary femininity in rich and unique ways.”

– Ann-Sofie Johansson

A collection of womenswear, accessories and jewellery

will be available at hm.com and in select stores on

24 April 2025