Romance may be timeless—more heroine penned in ink and desire, less footnote in someone else’s story. The It Girls know this, their social media feeds a running script of stolen glances and well-placed ellipses. They dress for the story they want to tell, and Magda Butrym provides the perfect prose. She crafts love letters to femininity—delicate yet strong, nostalgic yet fresh, sensual but never obvious. Her pieces are poetry draped over the body, punctuated by power shoulders, and signed with a rose.
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Sensual Minimalism, European Sensibility
Launched in 2014, her namesake brand has become a code among the stylishly in-the-know. Vittoria Ceretti, Kendall Jenner, and Rosie Huntington-Whiteley slip into her aesthetic, a confidence wrapped in silk and cut on the bias. Butrym’s strength is in her ability to translate romance into something contemporary, never veering into saccharine or outdated notions of softness. Her vision of femininity has depth—grounded in the strength of Polish heritage, laced with the sexy ease of ‘90s minimalism, and finished with a meticulous eye for craftsmanship.
To understand Butrym’s appeal is to understand a particular European reverence for fashion. Unlike the maximalist bravado of Parisian couture or the hyper-modern precision of Milan, Polish fashion thrives in the in-between—romantic but not excessive, refined yet unpretentious, always with a touch of quiet strength.
Butrym channels this sensibility into her designs in ways that feel neither too precious nor too predictable. Her clothes don’t just sit on the body—they press into it, skim over it, carve out a silhouette waiting to be captured by the eye.
The It Girl Romance
What makes her an It Girl favorite isn’t just the aesthetic, but the feeling. The kind that turns a walk into a scene, a night out into a subplot, a well-steamed dress into a confession.
A Butrym dress hugs the body, framing it like a still from an old European film: every sigh means something, and every exit is a little too dramatic. If you’re going to be delusional, you might as well be best-dressed for it.
Femininity in Bloom
Thus, it’s no surprise that she’s the next major collaboration of H&M in their line of designer partnerships, following Mugler and Rabanne. This union introduces Butrym’s distinctive vision to a broader audience, underscoring H&M’s commitment to spotlighting diverse design narratives. Notably, this collaboration is H&M’s first with a Polish designer, reflecting Slavic style and femininity in bloom.
Central to the collection is a rose serving as a symbol of womanhood. The collection revisits some of Butrym’s most beloved silhouettes, from flowing dresses of blooming petals to structured coats exuding authority. Accessories such as strappy sandals adorned with floral accents and silk headscarves reinterpret Polish femininity.
The Art of the Allure
She doesn’t have the weight of legacy fashion houses behind her—no century-old archives, no inherited codes, or the responsibility to uphold anything but her own instincts—just a sharp instinct for what feels modern and magnetic.
Butrym carved her own space in the industry by tapping into a new kind of luxury, an inherent understanding of what makes something special. She operates outside the ultra-luxury sphere, yet her work carries prestige like a find.
A decade in, Magda Butrym is in full bloom. The It Girls have long been tending to her garden, plucking up her ruched dresses like rare finds. Sometimes, romance will wilt as fast as they sprout, but her vision endures—petal-soft but steel-spined, a reminder that femininity, cultivated with intent, never withers.
H&M x Magda Butrym launches at hm.com and in select stores on April 24, 2025
Photos: H&M
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