I Had the First Glimpse of H&M's Newest Designer Collaboration With Magda Butrym—It's Amazing.

      In advance of Magda Butrym's partnership with H&M, I had the opportunity to talk with the designer and H&M's creative advisor Ann-Sofie Johannson to learn how the collection was developed. (Image credit: Magda Butrym & Ann-Sofie Johansson, H&M Creative Advisor) Butrym describes her brand in three words: "Romantic, Slavic and dreamy," which she seems to anticipate I would inquire about. For those unfamiliar with Butrym’s brand, this encapsulation is apt.

      After a decade of cultivating her namesake label, Butrym's creations embody pure romance. Her designs, including signature floral corsages, intricate lace, flowing drapes, ruffled hems, and tailored silhouettes, are whimsical, sophisticated, and exude an ethereal essence influenced by her Polish heritage. This inspiration is particularly evident in her collaboration with H&M, recently announced as the latest luxury partnership for the high-street retailer.

      H&M has been collaborating with various designers on annual collections for over two decades, beginning with Karl Lagerfeld and featuring renowned names like Simone Rocha, Isabel Marant, Erdem, Stella McCartney, and Comme des Garçons. Having observed these collaborations closely throughout the years—both shopping them fresh and secondhand—I can confidently say that none align as seamlessly with the collaborator as this one does.

      Ann-Sofie Johannsson, H&M's creative advisor and former head of design, explains, "We tend to look for individuals with a really strong DNA, someone whose pieces are unmistakably theirs, and we felt that was true for Magda." This means that H&M customers can enjoy the essence of Butrym's vision at a more accessible price, which is, of course, the intention. To celebrate this partnership, I was thrilled to discuss the collaboration with both Butrym and Johannsson.

      During our conversation, we touched upon various topics, including how the collaboration came about (in Paris, through a mutual connection), Butrym's work approach, and her design philosophy. What resonated with me from our dialogue—and from the collection itself (which I was fortunate to preview and found outstanding)—is Butrym's desire for transparency. She stated, "We aimed to create an honest collection; something that truly represents my brand." I've often contemplated whether previous collaborations saw some designers reluctant to include their signature elements, but this is certainly not the case with Butrym. She expressed, "It gave me perspective and assurance that I can further push my brand. I have so much more to communicate."

      One could regard Butrym as a quintessential designer who creates for women. Her collections showcase a strong femme fatale allure and sensuality—evident in her iconic rose motifs, form-fitting dresses, and '80s-inspired shapes (like bold-shouldered tops and tailored styles)—that celebrate femininity and ensure women feel good while looking their best. Her insight? "Being a woman allows me to understand what works and what doesn’t when wearing the pieces," she notes. While her brand is based in Warsaw, her shows take place in Paris, reflecting a synergy between the two cities evident in her collections. They embody the timeless, laid-back elegance associated with French-girl style, blended with Butrym's Slavic influences, seen in her use of lace, crochet, and accessories like headscarves. She shares, "I wanted to showcase elements of the Polish world," which Johannsson acknowledges is significant for H&M, emphasizing the inspiration derived from honoring history and culture.

      Consequently, when selecting which of her signature styles to include in the H&M collection, Butrym's heritage was vital. "I felt that pieces embodying this Slavic essence had to make it into the collection. For instance, the headscarf is both a code and represents the brand’s look," she explains.

      While these collaborations aim to provide a more approachable entry point into luxury fashion, it is clear that both parties prioritized quality in every detail. Butrym asserts, "Everything that customers receive from my brand, I wanted them to experience through this collaboration: the flowers, the packaging, the branded buttons." Johannsson reinforces this by stating, "You generously shared your most iconic pieces with us." As a result, the collaboration features a variety of dresses, from a detailed red mini dress adorned with appliquéd roses to a pink jersey mini dress and a floor-length silver sequin gown. Other standout styles include red rose prints on leggings, a t-shirt, and a cardigan, alongside a leather trench coat, exquisite pearl jewelry, and signature accessories and footwear. With accessory prices starting at £19 and much of the dress and denim range above £70, more elaborate items like the trench coat and red rose mini dress retail for £480, offering something for everyone.

      Before founding her brand over a decade ago, Butrym worked as a stylist, prompting me to ask if she had any tips and tricks to share. "It's always about balance for