The Vibe :
⊹ Singer songwriter Kita Alexander stars as the muse for Spell’s latest collection.
⊹ Songs, poetry books, handwritten notes and old love letters shape the collection’s nostalgic world.
⊹ Floaty silhouettes meet prints, embroidery, symbols and details meant for a closer look.
⊹ Road trips and everyday memories give the romance a personal, lived in feeling.
Spell is writing love letters again. Of Poets & Romantics takes songs stuck on repeat, dog eared poetry books, handwritten notes and road trip memories and folds them into the label’s latest chapter. Singer songwriter Kita Alexander is the campaign muse, a longtime friend of the brand whose own connection to music makes the pairing feel especially natural. The nostalgia lands comfortably within Spell, where print, embroidery and romantic dressing have always carried plenty of personality.
The clothes keep that sentiment tactile. Soft silhouettes sit alongside prints filled with symbols, embroidery and smaller details designed to reveal themselves over time. The campaign imagery moves between flowing dresses and relaxed separates, giving the story the feeling of a wardrobe collected across different memories. Spell dresses are an obvious anchor, especially when the shapes get long and fluid and the prints are allowed to carry most of the visual conversation.
Kita describes the collection through old love letters, road trips and songs scribbled into notebooks, and that personal reference gives the campaign its best material. Spell keeps returning to ordinary things that stay with you, a lyric, a note in a drawer, a dress tied to a specific trip. Jamie Green’s campaign photography keeps that mood grounded in memory, giving Of Poets & Romantics the feeling of a story already lived in.
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Brand DNA
Founded in Byron Bay by sisters Isabella and Elizabeth, Spell grew from artisan markets in 2009. Hand drawn prints, vintage inspired silhouettes, romantic dresses, and free spirited color define its distinctly Australian bohemian identity.
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