Marseille-based model Erin Wasson poses for Aussie brand Spell’s Bohème 2024 campaign. Photographer Jamie Green [IG] writes that Wasson rolled out of a cab 90 minutes from Marseille, saying “You’ve got me for 8 hours, babe.”

Green continued, “ I think we shot the whole collection in 6. She was the hardest-working model I’ve met and knew exactly her role in the art of picture-making. What a boss!“

Ash Bakos styles the Spell Campaign with beauty by Mathilde Moncamp.

If you don’t know Spell, they have one store in Byron Bay and a global internet business. Sustainability has been at the heart of Spell for over a decade, and they lead with fibers that are circular, regenerative and renewable.

In spite of the brand’s ‘California Girl’ in Australia positioning, Spell uses words atypical for PR campaigns. On the topic of sustainability, Spell says they are ‘braver, clearer and frankly – gutsier’.

Nice . . . especially the gutsy part. Fashion needs more gutsy people. Less facade; more guts . . . PLEASE. And thanks, Spell for being a Certified B Corporation.

Few brands articulate their 2025 goals with precision in early 2024. Spell does, and you can read all about the brand here.

Spell sizes up to size 14 US, and it’s marked 3XL on the size chart. Stay calm, USA ladies. There is a universal size chart for AU/UK, US, Japan and Euro that Spell uses.

Factually speaking, we American women are collectively the biggest women on the planet, and our average size is now 16 definitely [2016 data] and probably size 18 in 2024. The 5000 women measured in 2016 had an average waist of 37” and were 5’4” tall.

Aggregate health data in the US also supports these statistics. It’s just reality. Not fashion world shade. Size 14 US is 3XL on the universal size chart. Some of us remember the days when Japanese women were size -2 or some crazy negative number size smaller than size 0.

Returning to this summer 2024 Spell campaign, the prints and colors are inspired by Paris’ Les Puces de Saint-Ouen flea market. AOC adds that the delicious prints are also all over Provence.

There’s something reassuring and very honest about this Spell collection, giving it much appeal in our ‘everything is upside down world’.

Vanessa Friedman would call it absolutely, totally lacking in originality, but Spell is grounding in a lovely way. Also, originality comes in many guises, especially when we’re talking innovative and sustainable fabrics.

A brand is the sum of all its parts, and Spell has great legs and a big platform to stand on. ~ Anne