“Over time, I have come to understand that the most important thing is to stay true to your own vision.” Magda Butrym also followed this credo for her joint collection with H&M. The result is an invitation to her “romantic, Slavic world – a place where fashion and femininity can blossom”. We met the creative together with Ann-Sofie Johansson, Head Of Design Womenswear and Creative Advisor H&M, for a chat
FACES: Ann-Sofie, what significance do designer collaborations have for H&M?
Ann-Sofie Johansson: Designer collaborations are an essential part of our DNA. We were real pioneers of this concept and are very proud of it and the mark we have left on the fashion world. Over the last few months, I’ve been thinking a lot about the history of all our collaborations – partly because of a project where we revisited beloved pieces from the last 20 years. This project – and the realization of how great and relevant many of these earlier collection pieces still feel today – has made us all even more determined to continue our collaborations in the future. We want to continue to offer the opportunity to collect these moments in fashion history. And of course we can collaborate in many different ways, as we already do: with local partners, small and large collaborations. We want to put as much talent in the spotlight as possible. Our customers love it – and we love their enthusiasm.
Q: How do you decide which brand you want to work with?
AJ: Whenever we collaborate with someone, we look for personalities with a very strong identity. Someone where you can immediately tell that the pieces are theirs – and where our customers feel like they are getting a piece of that creative DNA. That was the case with Magda, which is why she is our newest partner. Her work is always powerful, very feminine and poetic at the same time. And this collection is clearly Magda – that was our aim. I think she represents something we haven’t shown in our previous collaborations – that proud, romantic Slavic spirit. She’s the first Polish designer we’ve worked with and we’re really excited to celebrate her.
Q: Magda, how would you describe yourself?
Magda Butrym: I am someone who is deeply inspired by the dichotomy between strength and softness. My creative identity is rooted in a strong sense of femininity – sensual but powerful, romantic yet modern. I draw from traditional Polish craftsmanship and combine it with contemporary design to create pieces that are timeless yet unexpected. My work celebrates women and emphasizes their individuality – with collections that are intimate yet make a strong statement. For me, fashion is a language of self-expression and each collection is my way of telling a story: emotional, elegant and always with a touch of the unconventional.
“My work celebrates women and emphasizes their individuality”
F: What distinguishes your brand from others? What do you think is your unique selling point?
MB: My brand doesn’t follow trends – it conveys timeless emotions. What makes us special is the soul behind every single piece. We work with local craftspeople in Poland, preserving traditional techniques such as hand crochet and embroidery – but reinterpreting them in a modern, sensual way. There is always this tension: between softness and strength, tradition and innovation. Our unique voice comes from this emotional depth. The woman who wears Magda doesn’t dress up – she expresses something. It’s intimate, almost like wearing self-confidence. I would say: a quiet, poetic kind of strength.
Q: How did you approach the design process for your collection with H&M?
MB: We usually start each collection by asking ourselves how we can create something new and reinterpret the idea of the flower in a surprising way. But this collection was different – and that’s what makes it so special. We went back to the roots of the brand, rummaging through the archives and reflecting on the silhouettes and pieces that women have loved the most over the last ten years. It became a journey – a very personal process of honoring the past while shaping the future. Most importantly, I wanted each piece to feel timeless and connected to our beginning, our present and our future.
The collection revolves around the idea of a rose in bloom. A collaborator once said that this collaboration was “a gift to women all over the world to enter our universe”. That phrase has stuck in my head. I often thought about it while we were choosing the dresses and designing every detail. This collection is really an invitation – for women worldwide to experience a romantic, Slavic world full of beauty and emotion. The central themes I always come back to are dreamy, Slavic, romantic. These words not only guide the aesthetics, but also the soul of the brand.
Q: A look back & some advice for others: What do you wish you had known sooner?
MB: Looking back, I wish I had learned to trust the process and believe in myself sooner. Over time, I’ve come to understand that the most important thing is to stay true to your own vision. The world will always have an opinion, but it’s up to me to define what my work stands for. Authenticity is everything. I would also advise young creatives not to put too much pressure on themselves to be successful quickly. There is no substitute for experience. Patience and perseverance are key. There is so much beauty in taking your time to develop your own voice and craft. And last but not least: Don’t be afraid to make mistakes. Every setback, every challenge has shaped me and my brand in ways I could never have imagined. Mistakes are simply part of development – they take you further.
Grab one of the coveted pieces from the new collection by Magda Butrym and H&M here.
Photos: © H&M
Fancy more insider knowledge from the fashion world? We spoke to eyewear designer Zack Moscot.
