Review of Magda Butrym ‘Decade of the Rose’ 2024 Ad Campaign by Agency Warsaw Creatives and Photographer Vitali Gelwich with models Malgosia Bela
In celebration of its ten-year anniversary, Magda Butrym shares a cinematic new campaign that centers two of the brand’s core symbols: the rose and the city of Warsaw, its home. The imagery was lensed by photographer Vitali Gelwich.
The campaign stars iconic model Malgosia Bela, whose striking beauty and enigmatic glamor bring to life a selection of garments that characterize the brand’s synthesis of softness and edge inspired by the duality embodied in the symbol of the rose.
Gelwich captures her both in dramatic high-contrast portraits in a shadowy studio space and on the streets of Warsaw, bringing a distinct flavor of seduction, elegance, and edge to each location. The accompanying short film features the song “Szał niebieskich ciał” by the iconic Polish post-punk band Maanam, which deepens the atmosphere of haunting romanticism.
Nicely balancing softness and romance with a hidden sense of danger, the campaign is a fitting celebration of ten years of Magda Butrym’s distinctive spirit.
Creative Director | Magda Butrym
Agency | Warsaw Creatives
Photographer | Vitali Gelwich
Videographer | Tatiana and Karol
Models | Malgosia Bela
Stylist | Jakob Kjelgaard
Hair | Claire Grech
Makeup | Min Kim
Art Direction | Maria Gajewska, Katarzyna “Coco” Śledź
Set Designer | Anna Szczęsny
Music | Maanam “Szał niebieskich ciał”
Location | Warsaw, Poland