Magda Butrym, favoured by Dua Lipa, Hailey Bieber, and Demi Moore, has opened its first New York store, a three-floor flagship on Mercer Street in SoHo. The opening kicked off the brand’s first New York fashion show, with Demi Moore seated front row.
Wallpaper floral prints, crochet-trimmed underwear worn as pants, and lightweight foil-coated nylon rounded out a lineup that balanced the label’s signature tension with classic outerwear.
Aprons recalled her grandmothers in the home, rendered mostly in sheer silk and designed to sit easily over jeans or a slip, nostalgic gestures made contemporary.
The double move was strategic, with the United States the label’s top market for direct-to-consumer sales.
Polish artist Natalia LL, a pioneer of feminist and conceptual art who brought that work to New York in the seventies, anchored the collection’s mood as the house weighed its own journey from Warsaw to the big city.
After seasons of sensual colour, New York revealed a softer Butrym, sheer layers, lingerie details, and apron dressing.
