H&M x Magda Butrym – What To Buy
H&M Partners with Polish Designer Magda Butrym for “Femininity in Bloom” Collection
H&M has partnered with Polish designer Magda Butrym to unveil the “Femininity in Bloom” collection, launched on April 24, 2025. This collection celebrates the 10th anniversary of Butrym’s eponymous label. Moreover, it marks H&M’s first collaboration with a Polish designer, introducing Butrym’s designs to a global audience. The collection revisits several of the designer’s established silhouettes, drawing inspiration from her archive. It is now available at hm.com and select stores. The range includes womenswear, accessories, and jewellery.
The main aesthetic at the heart of the collection is roses. Butrym’s vision blends Slavic style with contemporary silhouettes, offering pieces that are both timeless and modern. Key items include dresses, coats, and jackets. Additionally, accessories feature strappy sandals with floral embellishments, crystal-studded rose earrings, and silk headscarves. These reinterpret traditional Polish femininity with a modern twist. Fashion editors have praised the collection’s accessibility and authentic design. For instance, they highlight the silver sequined maxi dress and the rose-print bodycon dress for their flattering fits and quality craftsmanship.
The collection aims to offer both statement and casual pieces. Furthermore, it focuses on attention to detail in branding and construction.
To celebrate the launch, H&M hosted an opulent event at One Hanson Place in Brooklyn. The historic venue was transformed with operatic music, champagne towers, and live floral installations, mirroring Butrym’s Slavic inspiration. Butrym invites a broader audience to experience her world of romantic elegance. She aims to make high fashion more accessible without compromising artistry or identity.
Below you will find our top 7 picks from the collection:
