SPELL

Classic Favorite

Trendiness score

38 of 100

Popularity score

76 of 100

0

Brand fans

2

Product saves

Byron Bay, Australia

https://spell.co

Style keywords

Bohemian

Beachy

Whimsical

Feminine

Ethereal

About the brand

SPELL is an Australian fashion brand founded by sisters Elizabeth Abegg and Isabella Pennefather in Byron Bay, specializing in bohemian, beachy styles that capture a whimsical, fairy-like aesthetic. What began as Isabella's handmade jewelry venture at Byron Bay markets in 2005 evolved into a global fashion phenomenon when Elizabeth joined in 2009, expanding into flowing, feminine apparel and accessories that tap into nostalgia, beauty, and freedom. Today, SPELL is a multi-million dollar company shipping worldwide from their Byron Bay headquarters, with their online store accounting for 80% of revenue. The brand has garnered a loyal following of over one million on Instagram and attracts celebrities like Miley Cyrus and Sienna Miller. Known for their ethereal designs featuring florals, age-old lace, and vibrant prints, SPELL creates pieces that embody the free-spirited energy of festivals and vacations while increasingly focusing on sustainability and ethical production practices.

Byron Bay, Australia

https://spell.co

Instagram

1m followersOpen in app

What people are saying

Who What Wear

Transparency is stitched into the very foundations of the brand, with Spell releasing annual impact reports that go above and beyond anything required of them as a B-Corp fashion brand.

Feb, 2025

Lemon8

I ordered a couple of pieces from Spell recently, and I must say, their sizing is incredibly accurate! I followed the size chart, and my items fit like a glove.

Sep, 2024

Lemon8

My Spell experience was fantastic! I was a bit skeptical about the pricing, but once I received my order, I understood why. The quality is impeccable, and the pieces feel luxurious and well-made.

Sep, 2024

Lemon8

I truly appreciate Spell's commitment to sustainable fashion. The items I received not only look great but also align with my values. I feel good about making eco-friendly choices, and the quality of the clothing justifies the higher price point.

Sep, 2024

Lemon8

Their shipping is incredible and so is their return policy. I received my shipment in 3 days. If you spend more than $100 you also get free 4 day shipping.

Sep, 2024

Lemon8

Spell has truly mastered the art of blending sustainability with high-quality fashion. I love how their pieces are not just trendy right now but designed to stand the test of time.

Sep, 2024

Lemon8

In my opinion the price is worth it to me if it's for a special occasion or something (like denim) that I will wear over and over again. Each piece is exactly as they were described on the website and the sizing is extremely accurate.

Sep, 2024

With Wonder and Whimsy

Their sizing runs from 0 (xxs) – 14 (3XL), but because their styles have a free, flowy fit, their 3XL will fit up to a size 22/24 depending on the style.

Jun, 2025

I still shop there, but only on sale. Yes the quality isn't as good as it used to be, but that's the same for everywhere. At some point I accepted that this was the new normal for fashion.

May, 2025

Brands with better material quality often lack the quality of the fit itself, so my curvy figure looks like a potato sack...Yes I miss how Spell used to be, but given how samey everything else is, I'll support them by buying the pieces I like (cotton or natural fibres, colours, interesting cuts and fabrics).

May, 2025

Not surprised to be honest, their quality isn't great and their styles are really dated.

Sep, 2025

In addition to the gross drop in the quality of its garments, (I'm sorry, but I am not paying $300 and up for a translucent skirt that is marketed to me as 'unlined for easy wear.' I have actual critical thinking skills and I know that is NOT a thing.) Spell has failed to grow with and honor its original customer base.

May, 2025

Who What Wear

Transparency is stitched into the very foundations of the brand, with Spell releasing annual impact reports that go above and beyond anything required of them as a B-Corp fashion brand.

Feb, 2025

Lemon8

I ordered a couple of pieces from Spell recently, and I must say, their sizing is incredibly accurate! I followed the size chart, and my items fit like a glove.

Sep, 2024

Lemon8

My Spell experience was fantastic! I was a bit skeptical about the pricing, but once I received my order, I understood why. The quality is impeccable, and the pieces feel luxurious and well-made.

Sep, 2024

Lemon8

I truly appreciate Spell's commitment to sustainable fashion. The items I received not only look great but also align with my values. I feel good about making eco-friendly choices, and the quality of the clothing justifies the higher price point.

Sep, 2024

Lemon8

Their shipping is incredible and so is their return policy. I received my shipment in 3 days. If you spend more than $100 you also get free 4 day shipping.

Sep, 2024

Lemon8

Spell has truly mastered the art of blending sustainability with high-quality fashion. I love how their pieces are not just trendy right now but designed to stand the test of time.

Sep, 2024

Lemon8

In my opinion the price is worth it to me if it's for a special occasion or something (like denim) that I will wear over and over again. Each piece is exactly as they were described on the website and the sizing is extremely accurate.

Sep, 2024

With Wonder and Whimsy

Their sizing runs from 0 (xxs) – 14 (3XL), but because their styles have a free, flowy fit, their 3XL will fit up to a size 22/24 depending on the style.

Jun, 2025

I still shop there, but only on sale. Yes the quality isn't as good as it used to be, but that's the same for everywhere. At some point I accepted that this was the new normal for fashion.

May, 2025

Brands with better material quality often lack the quality of the fit itself, so my curvy figure looks like a potato sack...Yes I miss how Spell used to be, but given how samey everything else is, I'll support them by buying the pieces I like (cotton or natural fibres, colours, interesting cuts and fabrics).

May, 2025

Not surprised to be honest, their quality isn't great and their styles are really dated.

Sep, 2025

In addition to the gross drop in the quality of its garments, (I'm sorry, but I am not paying $300 and up for a translucent skirt that is marketed to me as 'unlined for easy wear.' I have actual critical thinking skills and I know that is NOT a thing.) Spell has failed to grow with and honor its original customer base.

May, 2025