Polish label Magda Butrym is making a major push in the United States this fall. The brand, beloved by celebrities including Hailey Bieber, Dua Lipa, and Demi Moore, will open a three-story flagship on Mercer Street in early September and stage its first on-calendar runway show during New York Fashion Week on September 13. CEO Jakub Czarnota said the U.S. is now the brand's number-one market for direct-to-consumer sales, making the dual move a deliberate bet on deepening its American footprint.
The 4,300-square-foot space at 170 Mercer Street was designed by Stockholm studio Stamuli. The team removed the floor between the ground and second levels to create 28-foot-high ceilings, blending exposed brick and cast-iron details with hand-crocheted lace, commissioned artworks, and furniture sourced from Eastern Europe. "New York has always had a special energy for me - direct, emotional, full of contrasts," said founder Magda Butrym. "The boutique is a way of bringing my Slavic world into New York, not in a folkloric way, but through emotion, craft, texture and atmosphere." The store will open with exclusive access for existing VIPs and top stylists, with the runway show expected to draw a second wave of visitors.
The brand is also evolving beyond its roots in occasionwear, pivoting toward what Czarnota calls "daily statement wear" - everyday pieces with subtle design twists in linings or construction. Leather and outerwear are standout categories, offering what he described as quality on par with big luxury houses at a more favorable price point. Accessories are growing too, riding the quiet luxury trend with styles like the mini Barbara bag. Looking ahead, Czarnota is mapping a U.S. retail network that could extend to Miami, Los Angeles, and Texas, while the brand recently struck a controlled partnership with Bergdorf Goodman to reach Upper East Side shoppers. Europe and the Middle East are also on the horizon, but only at rent levels that make sense for an independent company.
Originally reported by WWD