The Fairytale So Far

OUR STORY

Spell is a modern-bohemian fashion

brand

The story began when two sisters joined each other in the idyllic beachside town of Byron Bay, Australia, to continue a journey they'd started together many moons ago, as children.

Inspired by far-off places, vintage treasures and childhood memories

The sisters' designs allude to the dreams of their Latvian grandparents who fled war-torn Europe bound for America, but for a twist of fate ended up in a dusty refugee camp in Australia; to their hippie parents, a leather craftsman and potter, who in the 1970s hopped from town to town following their own wild dreams.

Most of all, Spell's flowing, feminine dresses, love of turquoise, florals and age-old lace, whisper to the sisters' own childhood. Spell taps into that sense of nostalgia, beauty and freedom that so compliments the female spirit. The vibrant, expressive part of you that emerges on vacation, or mid-strut at a festival, Spell brings that spirit to life, wherever you are.

All garments are proudly designed and sampled in the Arts & Industry Estate of Byron Bay, and produced ethically in factories around the world.

We are currently in the process of transitioning our brand name from Spell & The G*psy Collective to SPELL. We created our brand name over ten years ago inspired by the Fleetwood Mac song and the lifestyle we believed this word represented. Over the last decade we have learnt this word, even when meant with no malice, can cause harm to those who experience it as a racial slur. We respect and honour the Roma/Romani people, you can read more about this here and we apologise to our community and beyond for any harm it may have caused.

We are working with our legal/trademarking team towards moving our brand name away from using this word, but given our brand name 'SPELL' on its own is a very common word, it has been difficult from a trademarking perspective to remove ‘and the G*psy Collective’ and still legally trade in some territories. We have already made the change digitally (we are SPELL on our website and all socials), are currently in the final stages of rolling out the rebrand for our store signage which will happen in early 2021 and for our packaging/swing/garment tags which will roll out mid 2021 (as part of our sustainability values, we are aiming to minimise the need to destroy existing tags).