H&M Has Just Revealed A Collaboration With This Celebrity-Loved Brand
Whenever H&M’s designer collaborations land, they always shoot to the top of our shopping lists. Luckily for us, another blockbuster drop is just around the corner — this time courtesy of Polish designer, Magda Butrym.
Warsaw-based Butrym, who counts J.Lo, Selena Gomez and Emily Ratajkowski among her many celebrity fans, is well-known for her unique spin on Slavic style, blending romance and femininity with a sexy, modern edge. For her H&M collection, she’s revisited some of her brand’s hero pieces and key silhouettes from over the past decade, bringing her signature sensibility to ready-to-wear, shoes, accessories and even swim.
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Butrym wanted shoppers to ‘feel the brand in every piece,’ she told ELLE UK at a special preview of the collection. She also wanted her signature rose motif to be central in the collection: ‘It’s bold, delicate, and somehow protecting her inner flame, because of the thorns. And this is, for me, the Slavic woman,’ she said.
‘Magda is really unique, her brand is unique,’ said H&M’s creative advisor Ann-Sofie Johansson. ‘It’s so strong visually, and it’s that combination of poetic and powerful. That is something that really many women respond to.’
The codes of the brand run throughout the collection, which spans figure-hugging dresses and sequin show stoppers, elevated sweatsuits, party-wear denim and rose-printed tees. There’s tailoring, too, and an ultra-luxe cabernet-coloured leather trench. Meanwhile, lace-like crochet pieces are a nod to her brand’s Polish craftsmanship, while rose-adorned shoes and sparkly jewellery pieces are intended to ratchet up the glamour.
Also part of the collection: a crochet bonnet and a silk headscarf. ‘The headpiece is the hero product of the collection,’ Butrym said. ‘It's… timeless. It can stay with you. This is the symbol of Slavic women, and, throughout the years, it’s now the symbol of my brand.’
Butrym, who made her Paris Fashion Week debut this week, is also celebrating her brand’s 10th anniversary. ‘My brand and the Slavic vibe is a bit connected with the past,’ she said. ‘I try just to push it, so that people in the future will understand the heritage.’
The 45-piece collection will launch online and in select H&M stores on April 24.
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