Australian boho brand Spell opens its pop-up in Los Angeles

Four years after a successful first pop-up in Los Angeles, and a few months after another pop-up in Sydney, the Australian brand with a bohemian spirit, Spell, is back in Los Angeles and the Venice neighborhood, where it has just opened its new pop-up at 1108 Abbot Kinney Boulevard, scheduled until July 23.

As the music festival season opens with Coachella as the first, Australian sisters Elizabeth Abegg and Isabella Pennefather present their collections of floral dresses, hats and western boots in Los Angeles in a space that feels like an extension of the brand's physical spaces in Australia. A very summer spirit, with palm trees and beautiful wooden fitting rooms.

 

"We release two really different collections whilst in the space and I’m thrilled to be able to offer an in-store experience of Spell to our really loyal community after such a long time," said co-founder and creative director, Isabella Pennefather. 

Founded in 2009, the brand Spell, originally called Spell and the Gypsy Collective, has developed around a boho aesthetic from Australia and the city of Byron Bay. Worn by Hollywood celebrities such as Blake Lively, Kate Hudson, Meghan Markle, Margot Robbie and Vanessa Hudgens, the brand is almost exclusively dedicated to online sales in the United States.

 

In Australia, Spell has had a historic boutique in Byron Bay, near Brisbane, since 2010. The experience of the pop-up in Los Angeles could give the founders other ideas for development in bricks-and-mortar retail on the American market.