H&M. Roses. And Magda (Butrym)
Apr 24, 2025
By [stroem]
Roses are red, violets are blue—I'm obsessed with Magda Butrym, and you should be too.
H&M’s decision to collaborate with Magda Butrym on a full-scale, 46-piece collection isn’t just another designer drop—it’s a defining moment. Even H&M calls it a milestone, spotlighting Butrym as a rising star on the campaign page.
But for those who’ve followed her journey, this recognition is long overdue. Magda Butrym has been quietly shaping her signature aesthetic since launching her label in 2014—and even earlier, during her years as a stylist. Her vision? A fierce, feminine blend of sensual minimalism and romantic detailing.
Inside the H&M x Magda Butrym Online Experience
Curated and carefully executed by H&M’s creative, marketing, and e-commerce teams, the campaign site strikes a thoughtful balance—offering everything the customer desires: space to dream through inspiring visuals, the joy of discovery via shoppable listings, and deeper insight through an interview with Magda herself. Practical touches like the “How to Shop” guide and a list of physical store locations round out the experience. Let’s take a closer look at each element.
The aesthetic
This campaign aesthetic evokes desire, admiration, and a sense of exclusivity. The blend of editorial-style imagery with shoppable clarity makes the viewer feel they’re entering a curated fashion world—aspirational yet accessible. There's a constant play between intimacy and structure, dreaminess and strength—perfectly echoing Magda Butrym’s signature style.
The color contrast—especially between bold reds and desaturated minimalistic backgrounds—creates visual tension and draws the viewer in emotionally. It also helps products stand out clearly, guiding the eye toward key pieces.
The site uses full-width images, cinematic portrait crops, and close-ups of details (like roses or embroidery), allowing texture and emotion to take center stage.
The Main Page ("Inspiration")
The campaign took center stage on the global homepage of hm.com at launch on April 24, 2025, spotlighting the essence and signature of the Magda Butrym brand—roses, Slavic elegance, and a dreamlike aesthetic. H&M made smart use of compression techniques to deliver high-quality visuals, with most images in the modern .avif format, ensuring a fast and immersive experience.
What stood out was the harmony between imagery, video, and product listings—each element thoughtfully placed, none overpowering the other. A standout moment? A striking shot of a single rose against a pale grey background—evocative, moody, and undeniably Depeche Mode (wink!).
In short, the campaign tells a story. It’s minimal but rich, with layered visuals and seamlessly integrated content that makes for an inspiring and effortless shopping journey. And yes—some items sold out within hours, a clear sign of just how relevant and in-demand Magda Butrym truly is.
Brand Snapshot
Brand name, website | Magda Butrym, magdabutrym.com |
Founded | 2014 |
Origin | Poland |
Founder / Designer | Magda Butrym |
Designer´s background | Born in 1985 in Silesia, Poland, Magda Butrym began her fashion journey at just 19, studying design while working as a stylist. Between 2008 and 2014, she honed her craft as an in-house designer for several Polish womenswear labels. On August 1st, 2014, she launched her eponymous brand with a mission: to merge contemporary fashion with artisanal heritage. Her vision quickly gained international attention, earning her a spot on the LVMH Prize 2018 shortlist. Today, Magda Butrym is celebrated for redefining femininity through sculptural silhouettes, sensual minimalism, and handcrafted detail. |
Ideal customer | Modern women who command attention with elegance and edge. |
Signum | Sculptural silhouettes, luxe textures, roses and now-iconic rosettes. Every piece strikes a balance between boldness and grace, modernity and timelessness—future classics, born from tradition. |
Flagship store | Magda Butrym’s flagship store at Foksal 13/15 in central Warsaw welcomes walk-ins during generous opening hours, though booking a personal visit via the website is recommended. |
Tech stack at magdabutrym.com | The site runs on a headless setup using Prismic for agile content management, Next.js for a fast, React-based frontend, and Shopify Plus for seamless ecommerce. Media is optimized via Imgix, deployed globally with Vercel, and supported by Klaviyo for marketing automation and Sentry for real-time error monitoring. |
Iconic pieces (in my humble opinion) | Knotted t-shirts, any printed floral scarf and a Brigitte trapeze bag in burgundy leather - kocham ♥ |
Product Listing / Grid ("Collection")
The H&M x Magda Butrym collection uses a responsive, adjustable product grid to enhance both the browsing experience and the overall shopping journey.
On desktop, users can toggle between 3, 6, or 9 columns, allowing them to zoom in for detail or zoom out to see the full breadth of the collection. Personally, I tend to skip the 6-column view—3 is immersive, and 9 offers the full picture.
On mobile, the layout shifts seamlessly: beginning with a single product per row, then expanding to two and four. This creates a natural scroll rhythm that feels more like an editorial lookbook than a standard e-commerce feed. The pacing invites the user to slow down, engage with each piece, and enjoy the browsing journey—without sacrificing ease or clarity.
It’s a subtle but effective UX strategy, and here’s why it works (take notes!):
Visually engaging: The varied grid structure keeps the layout fresh, dynamic, and modern.
User-friendly: Large product images on clean white backgrounds reduce cognitive load and make comparison easy.
Fashion-forward: The product order feels intentional, almost choreographed. The flexible grid mirrors the cadence of luxury fashion spreads, where every piece is presented as a moment—not just a product.
The result? A digital shopping experience that’s as curated and considered as the collection itself.
The Interview as Anchor: Storytelling in the Shopping Journey
In a campaign where visuals, products, and user experience work in harmony, the interview with Magda Butrym serves as the emotional and narrative anchor. It’s more than just a designer Q&A—it’s a strategic piece of storytelling that deepens the customer’s connection to the collection and adds a layer of authenticity to the digital experience.
Magda speaks candidly about her Polish roots, the symbolism of the rose, and the balance of femininity and masculinity that defines her aesthetic. This insight doesn't just build brand affinity—it subtly guides the customer in how to see, wear, and feel the collection.
From a UX perspective, the placement and format of the interview are smart: it’s woven into the browsing flow without disrupting it, offering a shift in pace that enhances engagement. In the context of e-commerce, this type of editorial content creates emotional resonance—a crucial factor in driving both purchase decisions and brand loyalty.
Ultimately, the interview transforms the act of shopping into something more layered and meaningful. It gives the customer not just a product, but a point of view—a story they can step into and make their own.
Smart Information, Questionable Returns: A Look at the “How to Shop” Tab
One of the more practical—and thoughtful—features of the H&M x Magda Butrym campaign site is the dedicated “How to Shop” tab, which gathers all essential shopping info in one place. Unlike many other campaigns that redirect users to general terms and conditions pages, H&M smartly keeps the guidance accessible, and easy to digest. From launch dates to purchase limits, everything is clearly laid out—right where the customer needs it.
The purchase limit of one item per style per customer (for the first three hours) is a smart move for fairness, helping to prevent bots and resellers from dominating the drop.
The three-day return window for in-store purchases is notably short. While it's legally permitted for retail, the EU’s 14-day right of withdrawal for online purchases makes the online channel a safer and more flexible option for many shoppers. As a result, this policy may unintentionally push more customers to shop the collection online rather than in-store.
The Store Locator
While the store locator is a useful tool, what customers truly want is real-time information on which stores carry the collection and which items are still available at each location.
When I tested switching regions—from Sweden to Norway—I had to search for the collection all over again, which disrupts the experience. A more intuitive, location-aware system would better support the urgency and excitement of shopping a limited-edition drop.
What Could Be Improved
While the campaign page is beautifully crafted—featuring seamless tab navigation between the collection, designer interview, shopping instructions, and store locator—and the prices and cart flow are well executed, a few key UX elements fall short:
Limited Filter Options
The filter function is minimal, offering only product type and availability. While availability is crucial for a high-demand designer collection, limiting filters by type feels unnecessary for a 46-piece drop. More importantly, there’s no size filter—a major oversight.
For collections that sell out quickly, shoppers often want to filter by “In Stock” first, then by their size (e.g., S or One Size). Without this, users are forced to click into each product individually to check. On mobile and in the H&M app, this becomes even more frustrating—availability becomes harder to locate once product type tabs open, making the journey feel clunky. Adding a size and price filter is standard in e-commerce, especially for time-sensitive drops. This omission slows users down and risks missed sales from frustrated shoppers.
No Hover or Quick View Functionality
The lack of hover states or a quick-view option on desktop adds unnecessary friction. Users must click into each product to see alternate images or descriptions. For undecided shoppers or those browsing on instinct, this creates hesitation and drop-off. A quick zoom or preview would elevate the flow—this absence is noticeable and disappointing.
Repetitive Model Expressions
While the aesthetic is visually cohesive, some product images feel overly similar in pose and expression. A bit more variation—angles, movements, or facial expressions—would offer better perspective on fit and styling, and make the grid feel more dynamic.
Minimal Product Descriptions in the Grid
Product listings currently show only the name and price. Adding a short descriptive line (e.g., “Velvet mini dress with rosette detail”) would improve both usability and SEO. It helps users quickly grasp the garment type, especially if they’re less familiar with designer fashion terms.
Store Locator Could Be Smarter
The store locator is helpful, but what customers really need is real-time info on where the collection is stocked and what’s still available. Switching from Sweden to Norway, I had to search for the collection again—disrupting the flow.
Best Practices From H&M and Magda Butrym
The H&M x Magda Butrym campaign delivers a polished and inspiring shopping journey. Here’s what it gets right—and why it stands out.
Clean, Consistent Layout
The product grid is clean and minimalist, allowing the garments to speak for themselves. Each item is centered on a neutral background with plenty of negative space, giving the eye room to focus on form, silhouette, and texture. The grid adapts well across desktop and mobile, supporting smooth navigation.
Strong Visual Hierarchy + Editorial
Models are styled consistently—clean makeup, slick hair, minimal distractions—keeping the attention on the clothes. Some garments appear more than once, shot from different angles or styled slightly differently. This nods to editorial presentation, offering subtle variation and inspiring styling ideas without overloading the user.
Clear Labeling & Pricing
Each product is clearly labeled with the full name, price, and “Sold Out” tag where applicable. This transparency enhances trust and supports quick decision-making.
High-Quality Imagery and High Speed
The use of AVIF images ensures fast-loading, high-resolution visuals. The crispness of detail—down to the texture of lace or a hand-crafted rose—is crucial in conveying the collection’s luxury craftsmanship.
Tabbed Navigation
The tabbed layout—featuring the main campaign page, collection, interview, “How to Shop” guide, and store locator—is BRILLIANT. It creates an outstanding user experience by keeping everything in one place, eliminating the need to navigate away. It’s a best-in-class example that other brands should absolutely take note of.
Final Thoughts
The H&M x Magda Butrym campaign is more than just a designer collaboration—it’s a carefully choreographed digital experience that blends storytelling, aesthetic direction, and smart UX.
From the responsive grid to the tabbed layout, every element feels considered and cohesive and the site manages to inspire, inform, and convert—all without overwhelming the user.
While there are areas for improvement, such as filter options and return policy generosity, the overall execution sets a strong benchmark for how fashion campaigns can—and should—live online. It’s elegant, empowering, and above all, effective.
♡ Like this one? There’s more where that came from. Fashion UX, clever commerce moves, and brand storytelling magic—served fresh every week.
Disclaimer & Sources
This article is created for informational, educational, and editorial purposes only. It reflects the author's personal experience and professional analysis of the Magda Butrym & H&M campaign, website, and digital presence. All opinions expressed are independent and do not imply any affiliation with, endorsement by, or sponsorship from the brands or their resp. parent company.
All images used in this article are sourced from publicly available H&M Newsroom and Image Gallery and the official website (hm.com). Media content is used under the principles of fair use for the purposes of commentary, critique, and review.
The primary sources for this article include:
Official brand websites
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