Fashion house Magda Butrym marks a decade of groundbreaking fashion with her “Decade of The Rose” campaign, a celebration of ten years spent redefining femininity through her unique lens. This campaign encapsulates her ability to fuse romanticism with strength, showcasing designs that balance softness with boldness. The iconic rose motif symbolizes beauty, resilience and empowerment that have become central to Butrym’s work.
Set against the backdrop of Warsaw’s historic streets, the campaign draws upon the city’s contrasts, mirroring the duality of Butrym’s work. The visuals capture both the old-world charm and contemporary energy of Warsaw. For Butrym, Warsaw represents a place of deep personal and creative significance. The campaign’s use of the city’s cinematic alleyways and historic architecture becomes a reflection of the collection’s themes of heritage and innovation.
Supermodel Malgosia Bela serves as the face of the campaign, embodying the ideals of the Magda Butrym woman. Bela’s portrayal of confidence and elegance amplifies the collection’s message of empowerment. Her presence is a nod to the global reach of Butrym’s brand, yet she also grounds the campaign in a deeply personal expression of femininity.
In charge of photography was Vitali Gelwich, with styling from Jakob Kjelgaard, art direction by Maria Gajewska and Katarzyna “Coco” Śledź, and set design by Anna Szczęsny. Beauty is work of hair stylist Claire Grech, and makeup artist Min Kim. Directed by Tatiana and Karol, production by Warsaw Creatives.
A key element of the campaign is its connection to Butrym’s Slavic heritage. Throughout her career, Butrym has consistently drawn from traditional Polish craftsmanship, and this collection is no exception. The handmade lace and floral headscarves featured in the designs subtly reference these cultural roots, while being modernized for today’s fashion landscape. Butrym’s ability to infuse traditional elements with contemporary appeal is what sets her apart, creating a dialogue between past and present that resonates deeply within her work.
Adding another layer to the campaign is the musical accompaniment of Maanam’s “Szał Niebieskich Ciał,” a Polish rock classic performed by the legendary Kora. This track infuses the visuals with an added sense of passion and intensity, reinforcing the campaign’s mood. The choice of song is a tribute to Poland’s rich cultural legacy and reflects Butrym’s deep connection to her roots. The blend of music, fashion, and cultural references creates a fully immersive experience, allowing the campaign to stand as a celebration of Polish artistry and femininity.
