Byron Bay label Spell is making waves in the United States

CULT Australian fashion label Spell is continuing its dominance of the competitive US market, with the opening a pop-up store in Los Angeles.

Australian brand Spell shot its latest collection in Palm Springs, ahead of its US pop-up store opening. Picture: Spell

AUSTRALIAN fashion label Spell is continuing its dominance in the United States, with the opening a pop-up store in Los Angeles.

The cult Byron Bay-based brand, which counts Elsa Pataky, Miley Cyrus, Lana Del Rey and Alessandra Ambrosio among its celebrity following, will open a temporary boutique in Venice Beach next month.

“It’ll be our first real physical (store) experience over there,” Spell co-founder Elizabeth Abegg said, of the brand she runs with her sister, Isabella Pennefather.

“It’ll give us a feel for what’s possible,” she said.

The new season campaign from Spell was shot in Palm Springs, near where Coachella is held. Pictures: Spell/Supplied

The Byron Bay-based brand is hugely popular on the festival scene. Pictures: Spell/Supplied

“One of the things we’ve realised about America is that it’s so important to have a physical presence … whether it’s through activations or pop-ups.

“You can only express so much through Instagram.”

Spell is known for its laid-back, feminine designs, with floaty dresses and flattering swimwear made of sustainable Italian fibres in its latest collection, dubbed “Oasis”, out on October 4.

Gold hotpants, floral kimonos and palazzo pants feature in the very Coachella-appropriate collection, with the campaign shot on-location in Palm Springs.

The resort ‘18 collection features the brand’s signature prints and sustainable fabrics. Pictures: Spell/Supplied

The range, dubbed Oasis, was inspired by Palm Springs poolside glamour. Pictures: Spell/Supplied

While Australia remains Spell’s No. 1 market, Pennefather said the brand had attracted a lot of attention State-side through the festival season, including at Coachella — the Californian festival held near Palm Springs, where Spell’s campaign was shot.

Bryon Bay-based brand Spell & the Gypsy Collective shot its latest campaign in Palm Springs. Pictures: Spell/Supplied

“Having a presence there during that time was really helpful,” Pennefather said, of a brunch the label threw in Los Angeles before Coachella.

Abegg added: “Australia is definitely the strongest (market) and America is second”.

“There’s so much potential there. For us, it’s still a very untapped market,” she said.

Ring, ring! It’s Spell’s new season swim collection. Pictures: Spell/Supplied

The bathers are made of sustainable fabrics. Pictures: Spell/Supplied

Spell launched its resort ‘18 collection in Byron Bay last week, with guests including jetsetting model Montana Cox.

Cox, 25, was back in Australia for a quick work trip.

That signature Palm Spring’s white wall. Pictures: Spell/Supplied

Taking a dip in Palm Springs! A Spell one-piece from the new range, which drops on October 4. Pictures: Spell/Supplied

Wearing head-to-toe Spell, the busy model is calling London home now after five years in New York.

“London feels a lot more like home,” Cox said.

Spell & The Gypsy Collective’s new season collection, Oasis, is out on October 4.

Originally published as Byron Bay label Spell is making waves in the United States