Happy Magda Butrym H&M launch day to all those who celebrate.
For those in the know, the hype around this iconic designer collaboration has been ongoing (to say the least). News of it first broke at the beginning of March, and from a star-studded preview of the collection in NYC – attended by the likes of Iris Law, Nara Smith, Irina Shayk, Amelia Gray and Chloe Sevigny – to our very own try on at the H&M Showroom in London, we can confirm that every bit of excitement behind it is warranted.
So, limber up: not only can you now shop every single item online (at hm.com) and in select stores, but we can also show what many of the pieces actually look like IRL to save you from the panic purchasing. We try, before you buy.
Fair warning, though; it's still likely you'll want everything.
READ MORE: H&M X Glenn Martens drops this week – I tried on the full collection.
Polish designer Magda Butrym counts Selena Gomez, Daisy Edgar-Jones, and Dua Lipa as fans – and she first connected with Ann-Sofie Johansson, H&M's Creative Advisor, through a mutual friend in Paris. Now, her collection – which is entitled Femininity in Bloom as a celebration of femininity and nod to Butrym's aforementioned Polish heritage and unique voice in fashion – is imminent. Coming six months after the success of ROTATE x H&M, and marking the high-street retailer's 21st year of iconic H&M collaborations. Rather monumental.
Yep, there have been over two decades of the Swedish high-street powerhouse bringing more affordable iterations of luxury designs to its devoted audience. And this one is going to be up there with some of the greats (think: Rabanne H&M, H&M Mugler, H&M Isabel Marant, H&M Balmain, H&M Giambattista Valli, H&M Simone Rocha and Karl Lagerfeld back in 2004). Whew.
Since the collab marks Magda Butrym's 10-year anniversary, it subsequently revisits the eponymous label's most beloved silhouettes and craftsmanship. You'll spot many of the brand's most iconic hallmarks, taken straight from the House's archive, and that's exactly what you should make a beeline for.
It is perhaps best known for rose and petal-adorned dresses, as seen on a red ruffled gown which will transport you straight to the flower garden – and the red and pinks which ring throughout the collection. One of the first pieces Senior Commerce Editor Sophie Cockett tried on was the Gen-Z-appealing Rose Applique Denim Bustier, which feels like a fresh and incredibly wearable take on the rose motif.
“I also loved the sweet, Rosie Print Cropped T-shirt – paired with wide leg jeans from the same collection. I noted the statement shoulder pads which run through the line – a very flattering nod to Butrym's love of wide-shouldered tailoring and oversized outerwear,” Sophie says.
“The star of the show? A bedazzling, floor-length sequin gown, which is cut with a high cowl neck and thigh split. It's knitted, so slightly sheer and very stretchy – and the rose motif to the right hip further nods to Butrym's love for flora. It feels endlessly more expensive than it actually is, and while I don't yet have an occasion to wear it to, sequins always sell out the fastest when H&M drops a collab. So H&M's Studio Manager tells me.”
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Elsewhere, other key pieces include ready-to-wear ruched jersey dresses that'll envelope yet flatter, a standout burgundy leather coat, tailored suits that are lined with jacquard and strappy sandals. Silk headscarves speak to the Polish feminine, mule heels elevate any ‘fit, and structured loungewear nails down your next airport outfit. All of it the perfect symbol of womanhood, just in time for spring.
Browse more of our favourite picks from the full lookbook ahead. Shopping baskets at the ready.
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“I really see this collection as a chance to invite people into our world. Each piece brings its own sense of Slavic romance while paying homage to the history of our brand,” Magda says. At the heart of it all? Roses. Both printed and as corsages. To the Polish designer, it's the symbol of womanhood; soft and confident, delicate and independent, arresting and ever-growing.
“We're thrilled to be inviting people into Magda's powerful and poetic world. The collection is full of vitality and joy and speaks to her exceptional skills,” says Ann-Sofie Johansson, H&M's Creative Advisor.
For more from GLAMOUR UK's Senior Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd.
