Magda Butrym proudly unveils her latest campaign, "Decade of The Rose," celebrating ten years of redefining contemporary femininity. This visually stunning campaign, which blends intimate, dark backdrops with glimpses of Warsaw’s historic streets, perfectly encapsulates the brand's signature aesthetic—a mix of romantic dreaminess, Slavic heritage, and modern empowerment.

The Campaign: A Cinematic Celebration of Femininity and Power

The "Decade of The Rose" campaign artfully juxtaposes a mood of quiet intimacy with the confident attitude of the Magda Butrym woman. Set against shadowy urban landscapes, the images feature evocative shots of the internationally acclaimed supermodel Malgosia Bela, who embodies the ideals of the Magda Butrym woman— powerful, independent, and timelessly elegant. Bela’s role as the star of the campaign is not just a reflection of her global icon status, but also her embodiment of the sophisticated, sensual, and resilient femininity that defines the brand.

The clothing, including ink-black leather jackets, broad-shouldered coats, and petalshaped red dresses, reflects the tension between softness and assertiveness. The rose motif—central to the brand—makes its presence felt in both the collection’s floral detailing and the overall theme of the campaign, symbolizing beauty, resilience, and feminine power. At the heart of the visuals lies a duality: a dark, cinematic mood intertwined with moments of softness and grace. The campaign resonates with Butrym’s ongoing dialogue with Slavic identity, subtly evoking folk influences through pieces like the floral headscarves and handmade lace from Koniaków.

Romantic Dreaminess Meets Slavic Heritage

As always, Magda Butrym creates a world where fashion is more than clothing—it is a narrative steeped in rich cultural symbols and romantic allure. The campaign’s images, with their intimate atmosphere and stark contrasts, evoke a dream-like quality while celebrating the mystery and allure of women. Butrym’s signature romanticism is imbued with an appreciation for Slavic visual codes. Whether it’s the symbolic use of roses or the revival of traditional Slavic craftsmanship in modern forms, this collection bridges the past and present in a way that feels both timeless and cutting-edge.

A Journey Through Warsaw

More than just a backdrop, Warsaw plays a key role in this campaign. The city, with its blend of history and modernity, reflects the essence of Butrym’s design philosophy. From the cinematic alleyways to glimpses of historical architecture, the setting of Warsaw mirrors the contrasts present in the collection itself. For Butrym, Warsaw is where her journey of fashion innovation began—a city that continuously fuels her creative process with its resilient spirit and cultural richness.

Maanam’s "Szał Niebieskich Ciał": A Tribute to Polish Rock and Kora’s Legacy The campaign is further enriched by its soundtrack, featuring "Szał niebieskich ciał" (Frenzy of The Celestial Bodies) by the legendary Polish band Maanam, sung by Kora. This iconic track, deeply rooted in Polish music history, encapsulates the passion and intensity of the campaign’s visuals.

Campaign Credits‍

• Creative Director: Magda Butrym
• Photographer: Vitali Gelwich
• Video: Tatiana and Karol
• Model: Malgosia Bela
• Stylist: Jakob Kjelgaard
• Stylist Assistant: Ioana Ivan
• Makeup: Min Kim
• Hair: Claire Grech
• Music: Maanam "Szał niebieskich ciał"
• Set Design: Anna Szczęsny
• Art Direction: Maria Gajewska, Katarzyna "Coco" Śledź
• Production: Warsaw Creatives