Sophisticated femininity is a signature for Magda Butrym. We discuss her distinct Slavic aesthetic and what it takes to bravely scale from the ground up.

What do the first 30 minutes of your day look like, your morning routine?

My day starts with a quick transition from mum to designer. The first few minutes are spent navigating family duties, making sure everyone’s day is off to a good start. Then, I switch gears and head to the studio. There, we have a quick morning gathering; some of us grab coffee, others opt for a light breakfast. It’s a brief but meaningful moment that helps us connect and set the tone for the day’s creative journey.

How did you know it was the right time to launch your own brand and what was the catalyst to feeling the fear and doing it anyway?

I knew it was time to launch my brand when I realised that my vision for a uniquely Slavic, dreamy, and romantic take on femininity was not only powerful but also distinctively mine. This clarity gave me the emotional and intellectual readiness to venture into the highly competitive world of fashion, grounded by these artistic pillars that have guided me ever since.

Your floral appliqué-embellished pieces have become a staple in many women’s wardrobes globally. How did this become your signature?

The rose appliqué isn’t just a design element; it’s a symbol deeply aligned with the brand’s core philosophy. For me, the rose perfectly captures the multifaceted nature of my vision of Slavic femininity – it’s dreamy, romantic, while engaging all the senses, much like a woman herself. From its petals to its thorns, the rose embodies the complex layers that make up powerful femininity. That’s why it features prominently across our designs, serving as an emotional and visual touchpoint that resonates globally.

How has the brand adapted as it’s scaled?

As the brand has scaled, the challenge has always been to preserve our commitment to authenticity and local craftsmanship. It’s an endeavour that demands much from us, but it’s at the core of our values. We manage to grow without losing the hand-finished qualities that define our vision of powerful femininity, and that’s something we’re really proud of.

Do you see buying patterns globally or within the Middle East, and which pieces drive sales season after season?

Each region has its own cultural nuances, but at the core, women everywhere share the same desire to express their true selves through fashion. This universal need drives sales season after season, and it’s evident that women across the globe, including in the Middle East, have an uncompromising demand for quality. Our signature pieces resonate universally because they tap into these shared aspirations for luxury, authenticity, and self-expression.

What is most important to you when building a new collection?

When building a new collection, inspiration is my compass, and taking moments to pause and recharge is crucial. After each collection, I take a short break to refocus and immerse myself in the art of observing women around the globe. Even the smallest interactions or glimpses on the street can spark a grand idea that becomes the soul of a new collection. Memories also play a significant role; for instance, the Brigitte bag is named after my mom and is a tribute to the style that influenced me as I grew up.

What was your inspiration for the prints and silhouettes we’re seeing in your FW23 collection?

For the FW23 collection, I’ve fused maximalism and modern femininity with a touch of Asian influence and, of course, Slavic heritage, marrying bold shapes with sensual romanticism, and introducing a range of luxurious fabrics and intricate details and saturated colours that celebrate every facet of womanhood.

“Fearlessness for me isn’t the absence of fear, but the determination to go forward despite it.”

What have been the hurdles you’ve encountered throughout your career and how did you fearlessly overcome them?

The challenges are endless, ranging from sourcing the right materials to navigating a global marketplace. Fearlessness for me isn’t the absence of fear, but the determination to go forward despite it. Each hurdle has been a lesson that shaped the brand and me as a designer.

This is The Fearlessness Issue – what does it mean to be fearless?

Being fearless is embracing the full spectrum of emotions that come with pushing boundaries, whether it’s doubt, excitement, or even failure. It’s about not letting fear dictate your actions, but rather serve as a catalyst to explore what lies beyond your comfort zone.

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