H&M is planting a partnership with a Poland-based designer.
On April 24, the Swedish fast-fashion giant will launch its latest collection in collaboration with Magda Butrym, founder of the namesake brand.
Combining Butrym’s passion for feminine designs with H&M’s accessible fashion approach, the collection draws inspiration from the “natural beauty of roses,” incorporating the motif throughout the designs.
This floral emblem holds personal significance for Butrym, who views the rose as a “deeply meaningful” Slavic symbol of friendship, love and romance, while also representing the “perfect symbol” of womanhood and femininity.
“[The rose] has always been something I found beautiful and fitting for the brand,” Butrym said during a Thursday press conference with Ann-Sofie Johansson, creative adviser at H&M, moderated by stylist Dani Michelle. “Whether it’s a campaign, a photograph or a design, I strive to create something that feels like the rose — soft, yet protective and bold with its thorns.”
Dani Michelle, Magda Butrym and Ann-Sofie Johansson.
WWD
The collection, which took more than a year to develop, features a color palette that ranges from rich, dark reds and deep burgundies to soft, airy pinks — “mirroring the tones of a vibrant garden in full bloom,” according to Butrym, as each piece is “enveloped in a lush, romantic aura.”
Notable pieces include a red minidress adorned with sculptural roses, a crocheted lace gown, classic blue loose-fit jeans paired with a matching denim crop top and a black spaghetti-strap top with a dramatic oversize rose pinned to the front.
Rounding out the collection is an array of accessories, including silk bandanas and hats featuring Butrym’s signature floral motifs. Prices range from $34.99 to $629.
“It was a great journey for me and my small team of four on this collection,” Butrym said on working with H&M. “We went back and revisited so many past pieces for this collection, and it was a bit of a revelation. I had forgotten about some of those shapes, but looking at them again reminded me of what our clients have loved over the years. That’s what I wanted to bring into this collection — pieces that resonate and feel smart [yet] timeless.”
For H&M, which has previously partnered with fashion powerhouses like Karl Lagerfeld and Mugler, collaborating with designers has been key to expanding its brand and making designer pieces accessible to customers who might not otherwise be able to afford them.
“The best thing about collaboration is…the worlds coming together in a great, seamless marriage. [H&M] is always looking for brands with a really clear DNA and distinct design aesthetic, and Magda Butrym truly embodies that,” Johansson said. “That in mind, we also think [her designs] are something our customers would love to get their hands on. I mean, that’s the whole idea behind the collaborations — to give as many people as possible access to a designer they admire, and maybe couldn’t have bought into otherwise.”
