After what feels like years since the last one, H&M finally announced it’s latest designer collaboration earlier this month: Magda Butrym H&M, coming on the 24th April.
Today, the brands granted us full access to the lookbook – meaning we can now see every item that’ll drop online (at hm.com) and in select stores, and bookmark anything we might want beforehand. Fair warning; it’s likely you’ll actually want everything.
Titled Femininity in Bloom as a nod to Butrym’s Polish heritage and unique voice in fashion, it comes six months after the success of ROTATE x H&M and marks the high-street retailer’s 21st year of iconic collaborations.
Yep, there’s been over two decades of H&M 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 and H&M Mugler a few years ago, plus Isabel Marant, Balmain, Giambattista Valli, Simone Rocha and Karl Lagerfeld back in 2004).
“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.
Hasselblad+Topaz