H&M teams up with Magda Butrym for a new collaboration, marking the first time the Swedish retailer partners with a Polish designer in its two-decade history of fashion partnerships. Known for her strong yet romantic approach to womenswear, Magda Butrym brings her signature aesthetic to a global stage with this exclusive womenswear, accessories, and jewelry drop.
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This project also marks a milestone for the designer herself. With ten years behind the Magda Butrym label, the collaboration offers an opportunity to revisit key silhouettes that shaped the brand’s visual identity. Butrym treats the collection as a personal invitation. “I really see this collection as a chance to invite people into our world – and to celebrate femininity, and the flower,” she says. That symbolic flower, particularly the rose, anchors the entire range.
Throughout the collection, the rose acts as both icon and inspiration. Butrym sees the flower as a visual shorthand for womanhood: soft yet confident, delicate but commanding. This duality defines the designs. The collection moves from flowing petal-like dresses to sculptural coats, making room for both romance and structure. Key garments include a red ruffled gown evoking a bouquet of roses, a floor-length crochet lace dress, and a deep burgundy leather coat with a commanding silhouette.
In the spirit of versatility, the line also introduces jersey dresses in pinks and reds, some featuring bold rose prints. These dresses wrap the body in soft drapes, with movement and ease built into every stitch. Alongside them, black tailored pieces offer contrast, designed with sharp shoulders and finished with a rose jacquard lining, showcasing Butrym’s flair for architectural shapes and clean structure.
Accessories deepen the mood. Strappy sandals with floral heels echo the collection’s visual language, while crystal-studded rose earrings add shimmer. Silk headscarves round out the offering, referencing traditional Polish styles but with a crisp, contemporary twist. These touches reinforce Butrym’s intent to channel her cultural influences through a modern lens.
Ann-Sofie Johansson, H&M’s creative advisor, emphasizes the emotional tone of the collaboration: “We are thrilled to be inviting people into Magda’s powerful and poetic world. The collection is full of vitality and joy and speaks to Magda’s exceptional skill for interpreting contemporary femininity in rich and unique ways.” The partnership bridges Magda Butrym’s romantic designs with H&M’s wide reach, opening a space where Eastern European elegance meets global accessibility.
With its red blooms, commanding tailoring, and sculptural shapes, the Magda Butrym x H&M collection invites a new audience to experience a deeply personal expression of femininity. Both parties share the same goal: to offer pieces that feel emotionally resonant, visually magnetic, and grounded in the unique perspective of a designer who has shaped her voice over a decade. The full collection lands online and in selected H&M stores on April 24, 2025.
wow this is so cool. But honestly i am not sure if teaming up with high street is good for Magda…