H&M x Magda Butrym in NYC21 Images
If the two Bakeri cupcakes, piled high with an indulgent swirl of icing shaped like delicate roses, weren’t enough of a sweet introduction, then perhaps the Valentine’s red welcome note, with its embossed blooming rose, might seal the deal. And if all else fails, the invitation – an intricately laser-etched paper doily – was practically shouting, “Magda Butrym!”
Every detail of Magda’s first-ever collaboration with H&M was a carefully considered homage to her world, seamlessly woven not just into the designs but into the very essence of the evening. At the heart of it all? The rose is a signature symbol that gracefully threads through the collection, which is as chic as it is flirty, with a dash of quirky for good measure.
The iconic Brooklyn venue, One Hanson Place – a former bank – was transformed into a floral haven for the night. “I was honoured to see the collection come to life on so many amazing women this evening. My inspiration has always been strong, confident femininity, and tonight was a joyful celebration of that,” Butrym shared as the evening drew to a close. It was certainly one way to celebrate 20 years of H&M’s designer collaborations. Here’s what went down last Thursday in NYC.
In a rare public moment from the media-shy designer, Butrym, in conversation with H&M’s head of design Ann Sofie Johansson, opened up about her process and journey to get to this point. Even though she is still based in her home country of Poland, she told us that her biggest market is actually in the US. “It’s so inspiring and I wanted to be here,” she said of the city. She revealed that the project’s codename was ‘Project Bloom’ and it was a great opportunity for her to dig through her archive and repurpose moments from old collections into this H&M collection.
The collection incorporated a mix elements that those familiar with Magda Butrym will know and love: think romanticism and femininity with a slight Slavic touch. Shot by Sam Rock, the campaign features all the standout pieces, including a ruffled mini-dress resembling a bouquet of roses, a sharp tailored leather coat in a warm burgundy, a black satin strapless top with a blooming floral front, and a sweeping crochet and lace gown. There are also jersey dresses, denim two-pieces and more casual cropped sweatsuits in hot red. “The central motif in the Magda Butrym H&M collection is the rose, so it was wonderful to see Brooklyn in bloom tonight. Magda’s collection is a true celebration of poetry and romance, and this event really captured that,” said Johansson.
First, we spotted Amelia Gray in a chic skin-hugging floor-length black gown and thong-toed kitten heels. Iris Law opted for a strappy red midi dress with a cut-out neckline and rose-bud bust. Chloë Sevigny was sporting a leather biker over her high-neck rose print number, and Valentina Sampaio turned her burgundy leather coat into a sharp-shouldered dress. Other guests included Gabriette and Irina Shayk.
With an opening performance from Charlotte Lawrence, Kelela wore a black pleated jersey dress with rose detailing at the neck and floral crystal earrings whilst belting out some of her latest and greatest hits. DJ sets came from Soo Joo and Fifi, keeping the crowd going till the afterparty beckoned.
The Magda Butrym H&M collection will be available online and in select stores on April 24.
