Magda Butrym wants to create a vibeor more like a spell.
That feeling when you walk into a room; its candle-lit, it feels melancholic and romantic.
Theres poetry in the air.
Photo: Alicja Kozak
I can say: This is Magda Butrym without my pieces being there at all, Butrym explains.
The pieces in the room, part of her collaboration withH&M, cultivate these ideas too.
(Simone Rochas was Pearl).
Creative advisor, H&M Ann-Sofie Johansson and designer Magda Butrym
This week, she debuted her ready-to-wear on theParis Fashion Weekofficial schedule.
Fashion is so fast, Butrym says.
I did things a little differently with H&M.
Photo: Alicja Kozak
Not in terms of the clothes, but my day-to-day practice.
How do I share those key pieces that connect a new audience to my brand?
This was an opportunity to meditate.
Photo: Alicja Kozak
It all began when Johansson and Butrym were connected through a mutual Polish friend in Paris.
The storytelling from standout pieces are there.
As a designer working in Warsaw, I can feel like a bit of an outsider.
Photo: Alicja Kozak
Im very private, I dont have Instagram.
To know that the vision of my brand connects with others filled me with strength and confidence.
That Slavic crochet can be so celebrated, to me, is so special, the designer says.
Photo: Alicja Kozak
The collection percolates in Butryms signature details and silhouettes.
Everything out there has gotten quite homogenous, she says.
And every brand has a black blazer.
Photo: H&M
What do you create around it?
Thats what Im always thinking.
One hat and scarf combo gives the brand a new sense of youthfulness.
Photo: H&M
The fulcrum is always Slavic craftsmanship, which led Butryms conversations with H&M.
There was to be as little compromise on fabrications.
I was genuinely surprised by the quality of the first samples, she says.
Photo: Hasselblad+Topaz
This plays out in certified wools, leather, and organic cottons.
They found a way to communicate, she says.
Over the years, pieces from these H&M collaborations have become collectibleseven down to the packaging.
(Butryms is a sumptuous, petal red.)
She already sees a pair of delicate strappy sandals with flowers blooming from the perspex heels as possible collectibles.
Accessories as accessible points into the brand were also important, like the brands familiar floral earrings with crystals.
you’re free to create the Magda look with just a little, she says.
But I am always thinking about the power of the full, feminine look.
I think about peoples wardrobes so often, Butrym says, reflecting.
It is a mission to make something people want to keep nowadays.
I want to be a part of their lives, and one singular piece can achieve that.
I see many lives living through this collection I couldnt even have imagined before.
Magda Butrym H&M: Femininity in Bloom available at hm.com and select stores April 24th.
