Words from our Co-founder, Lizzy Abegg.
Are we moving into outdoor performance wear? Lol, no.
Are we the new Patagonia? Also no. {Though from a saving-the-world perspective, we wish.}
What we are doing is creating a new capsule ~ a kind of spellbinding side-project meets lifestyle manifesto ~ that blends our love of the wild with our love of the beautiful. A new category that will evolve gently throughout the year with evergreen, adventure-ready treasures. And honestly? I’m thrilled.
In our personal lives, we’ve always found this rhythm. Weekdays filled with work and deadlines, punctuated by salty beach walks, tea tree forest strolls, and the occasional dash off for a weekend in nature chasing waterfalls or snow-capped peaks with our families. Our collections have always reflected this push and pull, but this time, we wanted to carve out a little space especially for it. A corner of Spell for those who feel most at home in the wild, but who still want to feel beautiful there.
We see you. The woman balancing work and wonder. The one who’s just as content laying out a picnic in the middle of the Botanical Gardens as she is hiking to a remote lookout. Who curls up by the fire with a glass of red and her girlfriends after a long day exploring, who packs a linen robe and a good book for a cabin weekend, who walks barefoot through the bush and still wants her outfit to feel like her.
That’s what Spell Adventure Club is about. It’s not just a collection ~ it’s a state of mind. And I think that’s why this might just be my favourite Spell drop ever. Because it just makes sense for the Spell woman. She’s equal parts cocktail bar and canyon trail. She loves a floaty blouse that makes her feel beautiful and “stop-me-on-the-street” “where did you get that dress?” gorgeous. But she’s also halfway through planning a getaway to somewhere warm, or wild, or both. Her wardrobe needs to move as effortlessly between worlds as she does.
When we shot the campaign, I turned to the team and said: “I need every single piece.” Not just for my upcoming trip to New Zealand, but for brunches, beach walks, hangs at home, all of it. It just fits...
Launching Wednesday, 9 July at 10am AEST / Tuesday, 8 July at 5pm PDT
#SpellAdventureClub #ForTheLoveOfTheWild
