Ahead of Magda Butrym’s collaboration with H&M, I spoke to the designer herself and H&M’s creative advisor Ann-Sofie Johannson to hear firsthand how the collection came to be.
(Image credit: Magda Butrym & Ann-Sofie Johansson, H&M Creative Advisor)
“Romantic, Slavic and dreamy.” These are the three words Magda Butrym uses to describe her brand, and she has them ready as if she knew I’d ask. If you’re not already familiar with Butrym’s brand, this is an accurate summary.
After 10 years of developing her eponymous label, her designs are pure romance. From her signature floral corsage and use of delicate lace and draping to the ruffled hemlines and cinched silhouettes, they’re fanciful, elegant and possess an ethereal quality inspired by her Polish heritage. This is especially true of her collaboration with H&M, which was just announced as the high-street giant’s latest partnership with a luxury brand.
H&M has been collaborating with designer names on an annual collection for over 20 years, starting with Karl Lagerfeld and including greats such as Simone Rocha, Isabel Marant, Erdem, Stella McCartney, Maison Martin Margiela, Comme des Garçons and many others. I’ve watched these collaborations closely over the years; shopped them first and secondhand and reported on them, and I can safely say that none have been more on-brand with the collaborator as this.
“We tend to look for individuals with a really strong DNA, someone where you immediately know the pieces are theirs, and we felt that was the case with Magda,” says Ann-Sofie Johannsson, H&M’s creative advisor and previous head of design. As such, H&M customers are really getting a slice of the Butrym pie for a fraction of the cost, which is, of course, the point. To celebrate, I was invited to sit down with Butrym and Johansson to find out more about the collab, and obviously, I gladly obliged.
(Image credit: Courtesy of H&M)
We discussed many things—how the collaboration came to fruition (in Paris, through a mutual connection—of course!), Butrym’s work ethic and design style. What sticks with me from our conversation and the collection itself (yes, I got a sneak peek, and yes, it is so good), is that Butrym didn’t want to gatekeep. “We wanted to give them an honest collection; something that is true to my brand,” she tells me. I’ve often wondered if, in previous collaborations, H&M has found some designers resistant to offering their signature styles. There’s no way this is the case with Butrym. “It gave me a perspective and confidence that I can push my brand more. I have so much more to say,” she says.
(Image credit: Courtesy of H&M)
One could see Butrym as a true example of a designer who designs for women. Her collections deliver distinct femme fatale quality and sexiness: be it her iconic rose motif, her figure-hugging dresses or her ’80s-inspired silhouettes (think strong-shouldered statement tops and tapered tailoring), her pieces celebrate the female form in all its glory and make women feel good as well (of course) as look good. Her secret? “The thing I have is that I am a woman… when you’re a woman and you are wearing the pieces, you understand what works and what doesn’t,” she says.
The brand is based in Warsaw but shows in Paris, and the synergy between the cities is apparent in the collections. There’s the timeless, easy elegance and effortlessness that we associate with French-girl style, but Butrym’s Slavic roots are evident in her use of lace and crochet, and in accessories such as headscarves. “I wanted to show some of the Polish world,” she reveals, and Johannson shares that this was also integral for H&M.
“It’s very inspiring when somebody stands for their history and culture. H&M wants the collaboration process to be one where we can spotlight global talent from well beyond the best-known fashion capital cities. We love working with designers to celebrate their identity and their unique points of view,” says Johannson.
(Image credit: Courtesy of H&M)
It figures, then, that when it came to deciding which of her signature styles were important to include in the H&M collab, Butrym’s heritage had to shine through. “I feel the pieces that have this Slavic code [had to be in the collection]. The headscarf, for example, is the code [and] the look of the brand,” she says.
Although these collaborations aim to give shoppers a more accessible and affordable route into the world of luxury, it’s clear that it was important for both parties that no detail was spared. “Everything that they [the customers] get with my brand, I wanted them to get with this collaboration: the flowers, the packaging, the buttons with the name on them,” shares Butrym. Looking at her, Johansson affirms, “Very generously, you shared your best, most iconic pieces with us.”
Said iconic pieces have influenced the collaboration to include a range of dresses—from a highly detailed red mini dress covered in appliqué red roses, to a pink mini jersey dress and a floor-length silver sequin number. Other stand-out styles feature red rose prints (seen on leggings, a t-shirt and a cardigan), a leather trench coat as well as stunning pearl jewellery and signature accessories and footwear. Where accessories start at £19, and much of the dresses and denim come in upwards of the £70 mark, more intricate pieces (the aforementioned trench coat and red rose mini dress) retail at £480, but still—there’s something for everyone.
(Image credit: Hailey Bieber)
Before starting her brand a little over 10 years ago, Butrym worked as a stylist. Naturally, I ask her to reveal any tips and tricks of the trade. “I feel it’s always about the balance; if I have a sexy dress, I don’t wear a lot of makeup. If you wear a suit, wear it with a lot of jewellery. If it’s a sexy black dress, I wear my hair as messy as possible. It’s balance. For me, that’s so feminine and chic,” she says.
Balance is something that keeps coming up during our conversation, and it’s a clear theme throughout the collab too. “Magda Butrym has always been about contrast: sensual dresses paired with oversized styling—like the stunning leather coat in this collection,” she continues.
It’s this enigmatic collision of femininity and androgyny, unapologetic glamour and cool, that the label is known for, and which has attracted such a loyal and diverse fan base, including a roster of celebrities such as Jennifer Lopez, Hailey Bieber, Emily Ratajkowski, Margot Robbie and Selena Gomez, to name just a few. And now, thanks to this collaboration, many outside of the celebrity circuit can access this feeling.
Whether you’re a party-dress collector, a lover of strong tailoring or unable to resist a print, there’s something for everyone in this collection, each piece so strongly identified with the Magda Butrym brand.
The H&M X Magda Butrym collaboration collection will go live on hm.com on 24 April. See a preview in our try-on reel.
