Scandi favourite Magda Butrym celebrates 10 years with its 'Decade of the Rose' capsule

Though Magda Butrym is based in Warsaw, it is ubiquitous here in the Nordics, particularly as festive season draws ever nearer. Now, the beloved brand celebrates its 10th birthday with an anniversary campaign aptly dubbed 'Decade of the Rose'. Starring Polish supermodel Malgosia Bela, the campaign leans into Magda Butrym’s Slavic roots, complete with handmade lace from Koniaków and floral headscarves.

“When I founded Magda Butrym a decade ago, my vision was to create a brand that celebrates and empowers women by resonating with their individuality and daily lives,” says Magda Butrym. “I dreamed of crafting pieces that women could see themselves in, regardless of the occasion – be it an office day, a cocktail evening, or a lazy day on the beach.” She notes that she’s well surpassed this dream, cultivating a global community of Butrym-obsessives to deftly adapt the brand to suit their own aesthetics and lifestyles.

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The rose has long since been an emblem of the brand, but for Butrym, it’s more than just a beautiful floral. “It represents transformation, strength, and the multifaceted nature of femininity,” she says. “It embodies both sensuality and power, reflecting the duality we strive to capture in our designs.” The rose stands at the centre of this capsule, sculpturally adorning a stand-out midi frock and printed delicately on silk scarves. “By integrating the rose so prominently, we pay homage to our Slavic heritage while embracing modernity,” says Butrym. It’s the crochet pieces, however, that Butrym is most proud of – a romantic nod to the brand’s history made distinctly modern.

Bela was a natural choice to front the campaign. Not only is she Polish, she perfectly embodies the delicate balance of femininity and strength present in Butrym’s designs. “Małgosia is more than just a model; she's a symbol of the strength and sensitivity that define our vision of womanhood,” says Butrym. “Her timeless beauty and genuine character bring depth and meaning to the campaign, capturing the multifaceted nature of femininity that we celebrate. Collaborating with her was a deeply personal and meaningful experience, aligning perfectly with the essence of our 10-year journey.”

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As for why the brand resonates so strongly here in Scandinavia? It’s more than the minimal expressions, buttery soft leather and weather-appropriate shearlings. “Scandinavian women embody qualities that are very close to my philosophy,” says Butrym. “They are conscious and self-aware, valuing natural beauty and effortless style.” It’s a rose-coloured love affair sure to last 10 years more and then some.