H&M’s latest designer collaboration marks a lyrical new chapter with the unveiling of its 2025 capsule collection, crafted in partnership with celebrated Polish designer Magda Butrym. In a milestone moment—both for the high-street giant and for Butrym, as she commemorates the 10th anniversary of her eponymous label—this collaboration stands as a vibrant celebration of modern femininity rooted in heritage.

Fronted by Karolina Spakowski and Bibi Breslin and captured through the elegant lens of Sam Rock, the campaign radiates an atmosphere of sensuality and strength. Styled by Jacob K, with makeup by Lucy Bridge and hair by Damien Boissinot, the imagery evokes Butrym’s signature aesthetic: a seamless fusion of Slavic romanticism and contemporary sophistication.

At the heart of the collection lies the rose, not merely a motif but a profound emblem of womanhood—soft yet powerful, delicate yet enduring. This spirit threads through the designs: voluminous ruffled gowns, ethereal crochet lace dresses, and sharply tailored outerwear form a dialogue between structure and fluidity. A burgundy leather coat channels Slavic drama, while sweeping jersey dresses in vivid pinks and crimsons are adorned with swirling floral prints, embodying the brand’s romantic DNA.

Sharp tailoring asserts its place with oversized blazers and power-shouldered coats, discreetly lined with rose jacquard—an intimate nod to femininity concealed within architectural silhouettes. Accessories elevate the collection further, with crystal-studded earrings, silk headscarves, and heels blossoming with sculptural floral appliqués.

“This collection feels like an invitation into our world—to celebrate the flower, femininity, and the history we’ve built,” Magda Butrym shares. Which was launched globally on April 24, 2025, in selected H&M stores and online, the collaboration promises to resonate with a new generation drawn to strength, elegance, and an unmistakable romantic sensibility.

In this extraordinary partnership, Magda Butrym redefines accessible luxury, where power and grace intertwine, and the rose flourishes as both symbol and style.