Exclusive: H&M Collaborates With Magda Butrym
Fashion and florals in bloom
Roses have long been the muse of poets and romantics, but in fashion, their symbolism still feels fresh — especially when reimagined with the effortless elegance of H&M’s latest collaboration with Polish designer Magda Butrym. Known for her signature blend of femininity and strength, Butrym brings her distinct rose-infused aesthetic to the high street in a way that feels both timeless and unexpected. It’s H&M’s first time working with a Polish designer in the 20 years that they’ve been around, and it’s a move that builds upon the global relevance of the brand.
The collaboration, launching in April, is a masterclass in contrasts: fragility and strength, tradition and innovation. Celebrating a decade of her luxury label, Magda infuses the collection with archival references, from voluminous coats to gowns that mirror nature’s artistry. At its heart lies the rose, a symbol woven into prints, embroideries, and even the architecture of garments.
When H&M approached Magda to rework her greatest hits for a global audience, the Polish designer saw an opportunity to showcase the “Slavic romance” of her heritage. “I really see this collection as a chance to invite people into our world – and to celebrate femininity, and the flower,” she explains. This is evident in a black sequined dress with mesh corsetry, a white lace design with subtle hip padding, and a reversible bomber jacket switching between bold florals and sleek black. The collection’s palette — deep burgundies, blush pinks, and rich reds — echoes a garden in full bloom, while separates like ruffled tops and wide-leg jeans offer versatile styling options.
The craftsmanship shines in details: rose-shaped blush compacts hidden in lace bags, tights with delicate stem motifs, and sunglasses framed with pearlescent florals. Magda’s love for juxtaposition is epitomised in a red gown with a flounced skirt and structured bust cut-out, alongside tailored suits crafted from responsibly sourced wool.
The accessories, too, tell a story: strappy sandals adorned with crystallised blooms, silk scarves reinterpreting Polish folk motifs, and earrings shaped like silver-coated petals. Even utilitarian pieces, like the tracksuits with balloon hems, carry subtle floral signatures, from branded rose buttons to embroidered stem motifs on tights.
“We are thrilled to be inviting people into Magda’s powerful and poetic world,” says Ann-Sofie Johansson, Creative Advisor to H&M. Indeed, Magda’s ethos is evidenced in pieces like the burgundy leather coat — a favourite of hers — that marries strong shoulders with a belted waist, superimposing a commanding silhouette to the feminine shape it creates.
From the office to evening soirées, the collection offers a full wardrobe replete with romantic storytelling. Whether it’s the black mesh corset dress dotted with floral appliqués or the rose-print scrunchies that add a whimsical touch to undone hairstyles, each piece invites wearers to embrace their own version of bold, blooming femininity.
The H&M x Magda Butrym collection arrives at The Dubai Mall, Mall of the Emirates, The Avenues Mall, Riyadh Park Mall, and online on April 24.
Imagery Courtesy of H&M