Magda Butrym in New York: the Mercer Street flagship and the first NYFW show

In September 2026 Magda Butrym moved its centre of gravity west. The house opened its first New York boutique at 170 Mercer Street in SoHo, a three-floor flagship of more than 4,300 square feet designed by the Stockholm studio Stamuli, with 28-foot ceilings after the ground and first floors were joined, and days later held its first runway show at New York Fashion Week on 13 September, after earlier seasons shown in Paris. WWD reported Demi Moore front row beside Kelly Rutherford and the chief executive, Jakub Czarnota, explaining that the United States is the brand’s number-one direct-to-consumer market. This page is the store, the show and the collection, from the reports.

Key facts

• 170 Mercer Street, SoHo, New York: the first flagship, three levels, more than 4,300 square feet, designed by Stamuli, 28-foot ceilings (FashionUnited, CPP-Luxury, July 2026; WWD, September 2026)
• Opened early September 2026, ahead of the 13 September show; the brand describes the space as a dialogue between SoHo and its own feminine language, with Polish craft, vintage interiors and rose motifs
• First New York Fashion Week runway show, Spring 2027, 13 September 2026; earlier seasons were presented in Paris
• Front row: Demi Moore and Kelly Rutherford (WWD)
• CEO Jakub Czarnota: the US is the brand’s number-one DTC market (WWD)
• The Spring 2027 collection: sheer silk layers, lingerie details, apron dressing, wallpaper florals, foil-coated nylon outerwear, inspired by the artist Natalia LL

The store

Three floors on Mercer Street with the ground and first floor opened into one 28-foot room, designed by Stamuli, the Stockholm studio, with references the brand describes as Polish craftsmanship, vintage interiors, rose motifs and moments of quiet intimacy. It is the house’s first store outside Warsaw and it sells the full line: ready-to-wear, bags, shoes, jewellery and eyewear.

The show

The first New York Fashion Week runway, on 13 September 2026, after seasons of presenting in Paris. WWD’s review reported the opening as a kick-off to the show, Demi Moore and Kelly Rutherford on the front row, and a collection that showed a softer side of the designer: sheer silk layers, lingerie-inspired slips and lace-trimmed separates under trench coats, apron shapes she recalled from her grandmothers, wallpaper florals with faux fur cuffs, and outerwear in leather and a new foil-coated nylon.

Natalia LL

Backstage, the designer told WWD she wanted a balance between Poland and New York and found it in the Polish artist Natalia LL, who came to the city in the 1970s as a pioneer of feminist and conceptual art; she paralleled the artist’s move with her own brand’s arrival.

Why it matters

The United States is the house’s largest direct-to-consumer market, per its CEO, and a store plus a show in New York is the brand saying so. For Coveti customers in the US it means the house is now local; for everyone else it means the runway pieces are American-facing from this season. The where-to-buy page has the channels.

The fall 2026 collection

WWD used the review to describe the fall 2026 collection now in stores: a shift from the sensual, colourful dresses toward outerwear, in largely monochrome crochet, faux fur, shearling, boucle and dense knits. The autumn winter 2026 page has the pieces on Coveti.

The New York mood, in stock now

1. Draped bikini bottom with ring detail in brown, $480

Made from shell 91% polyamide 9% elastane, shown in brown, Pre-Fall 2026.

2. Asymmetrical draped swim skirt in black, $670

Made from shell 72% polyamide 28% elastane., shown in black, Pre-Fall 2023.

3. Draped mini swim skirt in black, $770

Made from shell 72% polyamide 28% elastane, shown in black, Pre-Fall 2022.

4. Lace-detail sweatpants in brown, $1,350

Made from shell 100% cotton regenerative, shown in brown, Pre-Fall 2025.

5. Draped long skirt with rose knot detail in cream, $1,610

Made from shell 100% cotton GOTS, shown in cream, Pre-Fall 2026.

6. Wool draped turtleneck in black, $1,690

Made from shell 100% wool, shown in black, Resort 2026.

7. Draped scarf sweatshirt in grey, $1,790

Made from shell 93% cotton 7% polyamide., shown in grey, Autumn/Winter 2025.

8. Lace detail oversized t-shirt in white, $1,790

Made from shell 95% cotton 5% elastane trim 100% cotton, shown in white, Spring/Summer 2025.

Backstage at the Spring 2027 show, WWD reported, the designer said she wanted to find a balance between Poland and New York, and the collection drew on the Polish artist Natalia LL, who came to the city in the 1970s (WWD, September 2026).

Frequently asked questions

Where is the Magda Butrym New York store?

170 Mercer Street, SoHo, New York: a three-floor flagship opened in September 2026.

When did Magda Butrym first show at New York Fashion Week?

13 September 2026, with the Spring 2027 collection, after earlier seasons in Paris.

Who designed the store?

Stamuli, the Stockholm-based studio, per FashionUnited and CPP-Luxury.

Who was front row?

Demi Moore, beside Kelly Rutherford, per WWD.

What was the Spring 2027 collection?

Sheer silk layers, lingerie details, apron dressing, wallpaper florals and foil-coated nylon outerwear, inspired by the Polish artist Natalia LL.

Is the US the brand’s biggest market?

Its number-one direct-to-consumer market, per CEO Jakub Czarnota in WWD, September 2026.

Read next

Who is Magda Butrym? Autumn winter 2026 Who wears Magda Butrym Where to buy

More Magda Butrym guides

Every Magda Butrym page by Coveti’s fashion editor Gemma Deeks: Is it a luxury brand?, How to style, Brands like Magda Butrym, The edit, Size guide, The knotted top, The signature rose, Coats, Who is Magda Butrym?, Who wears it, Where to buy, Review, The H&M collection, Autumn winter 2026, Price guide, Shoe size guide, Every bag, The Brigitte, The Varsovia, The Julia, The Barbara, The Apolonia, The Maya, The Devana, Crochet bags, Every shoe, Heels, Mules, Flats, Slingbacks, Sandals, Bridal shoes, Jewellery, Earrings, Sunglasses, Belts, Crochet, Hats, gloves and scarves, Bag charms, Leather jackets, Corset dresses, Dresses, Wedding guest dresses, Swimwear, Tops.

Sources and method

Checked on 20 September 2026 by Gemma Deeks, fashion editor at Coveti. Product facts, the compositions, care lines, dimensions, sizing notes and country of manufacture, are the brand’s own product-page text; counts, prices and price ranges are Coveti’s live catalogue on that date and move with stock; the designer’s biography and the house history come from the encyclopaedia entries and the press articles listed below, each read on the date above; the size scales are the brand’s own. Where a claim could not be checked against one of these it was left out, and where the fitting room is giving its own advice the page says so.

• magdabutrym.com product pages: the description, composition, sizing line, measurements and origin line of every style (612 pages saved on 20 September 2026)
• magdabutrym.com, the New York boutique page
• Magda Butrym on Polish Wikipedia: birth, training, the TVP and La Mania years, Portofino, the 2014 founding
• Wikidata Q126373339
• WWD, Magda Butrym Spring 2027: Welcome to New York (September 2026): the Mercer Street opening, the first New York show, the CEO on the US market, the fall 2026 collection
• FashionUnited, 21 July 2026: the 170 Mercer Street flagship, the Stamuli design and the 13 September show
• CPP-Luxury, 21 July 2026: the SoHo boutique
• WWD, 24 April 2025: the H&M x Magda Butrym collection gallery
• Euronews, 24 March 2025: the H&M collection, the rose quote, the wearers
• Linda Farrow, the Magda Butrym eyewear collaboration
• Coveti live catalogue, 20 September 2026: prices, sizes and stock