Magda Butrym H&M previews in NYC with a star-studded and flower-filled event, attended by Iris Law, Nara Smith, Irina Shayk, Amelia Gray and Chloe Sevigny.
At the heart of Magda Butrym’s poetic collection for H&M is the rose – a symbol of her signature aesthetic. To mark the launch of this highly anticipated collaboration, Magda and H&M transformed Brooklyn’s iconic One Hanson Place into a floral wonderland.
Guests including Iris Law, Nara Smith, Irina Shayk, Amelia Gray, Valentina Sampaio and Chloe Sevigny mingled amongst magnificent floral installations and sipped rose-infused cocktails as their historical surroundings morphed into a bed of roses.
The night featured performances by Charlotte Lawrence and Kelela, alongside DJ sets by Soo Joo and Fifi. Lawrence wore a floor-length silver crochet gown from the collection, with matching shimmering chain drop earrings and mules with a rose on the heel. Kelela wore a black pleated jersey dress, with a rose detail at the neck, alongside flower-shaped crystal earrings – a iconic Magda Butrym piece, which she has included in this collection. Soo Joo teamed the collection’s wide-leg jeans with a denim bustier and a printed silk headscarf, while Fifi wore a baby pink halter top with black tailored trousers and kitten heels.
Emphasizing Magda’s deep connection with inspiring women and her commitment to crafting timeless pieces that empower femininity, the collection wasn’t presented on a traditional runway. Instead, it came to life on the guests themselves, creating a uniquely immersive and intimate atmosphere. Iris Law wore a red strappy midi dress with flower buds at the bust. Nara Smith wore one the collection’s hero items: a ruffled red mini dress which recalls a bouquet of roses. Irina Shayk wore sharp black tailoring. Amelia Gray wore a jersey black top with a sculptural flower detail at the neck, alongside a matching long-line skirt. Valentina Sampaio wore the collection’s striking burgundy leather trench. Chloe Sevigny wore a stretch mini dress in the collection’s iconic rose print. Also sported by various attendees - including Gabbriette, Giulia De Lellis, Fil Xiao Bai, Alison Toby, Ana Rujas, Leonie Hanne and Karolina Ościk-Alama - were lace and sequin gowns, printed bomber jackets and stretch printed seperates. The mood was one of connection and community – a celebration of strong women bringing the collection to life in their own unique ways.
The event’s references to history and romance reflect the fact that the collection pays homage to Magda’s own heritage. Her Slavic spirit runs across every detail, bringing a romance and authenticity to each piece.
“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 this evening was a special and joyful celebration of that.”
- Magda Butrym
“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.”
- Ann-Sofie Johansson, H&M
The Magda Butrym H&M collection will be available online and in select stores on 24 April 2025.