The countdown is on — H&M’s collaboration with Polish designer Magda Butrym is set to land on April 24.
After teasing the collection with some behind-the-scenes shots, the brand has now released the full campaign exclusively to ELLE UK, showcasing the must-have pieces from the upcoming collaboration, giving us ample time to prepare our wishlists ahead of the official launch.
‘We created the Slavic vibe in the campaign,’ Butrym told ELLE UK, noting it was shot in Warsaw. ‘The light, the styling, the long coats. You can tell it’s a different romantic world.’
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For Butrym, whose brand is celebrating a decade in business this year, the H&M collaboration was a chance to revisit some of her most popular pieces and hero-styles, the brand’s classic rose motif running throughout. Highlights of the collection include sharp-shouldered suiting, a delicate crochet dress with exaggerated hips, and a rose-adorned mini dress in a deep crimson colour.
‘I wanted to share everything I did over the 10 years, but I wanted the collection to be: past, present and future,’ she says. ‘I didn’t want to have one-minute trends. If we make a dress, it will be classic, feminine and bold — so you will feel the brand in every piece.'
If you’re looking for the ultimate investment, the cabernet-coloured leather trench coat, which will retail for £479.99, is one to start saving for. ‘It’s a piece that will never get old,’ Butrym says. However, if your budget doesn’t quite stretch that far, the classic silk scarf, at £84.99, is a worthy alternative.
‘The silk headscarf is my hero product. It’s timeless and it can stay with you,’ Butrym says, also pointing to the crochet bonnet as another special accessory. ‘It’s the symbol of Slavic-ness and I think you can wear it in such different ways.’
Can't wait to populate that shopping list? See the full campaign below.
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