86% matchTULAROSA
Western-leaning boho prints at a lower price
What changes: Revolve in-house label, less print originality or craft story
Brand profile
Spell
Spell is an Australian label from Byron Bay making bohemian, seventies-inspired dresses and separates in floral prints and faded desert tones.
Byron BayOrigin
WomenswearFocus
Y2KStyle
$$$Price
4 brands like Spell like TULAROSA, Jen's Pirate Booty, Johnny Was →
What to know about Spell
Spell is a Byron Bay label founded by sisters Isabella and Elizabeth Abegg, who started with a jewellery stall at the Byron Bay markets in 2008 before adding clothing produced partly in Bali. It traded for years as Spell & the Gypsy Collective and later shortened its name to Spell. The range centres on bohemian, seventies-referencing pieces: floral and paisley maxi dresses, tiered skirts, crochet and lace separates, embroidered blouses and swimwear in faded desert tones. It sells direct online and from its Byron Bay store, with a large Instagram following.
If you like Spell
86% match
84% matchJen's Pirate Booty
Crochet and embroidered beach boho, Malibu instead of Byron
What changes: Shorter, more swim-adjacent pieces and lower price
80% matchJohnny Was
Heavier embroidery, kimono and tunic silhouettes
What changes: Older customer, more artisanal embroidery than printed florals
76% matchMisa Los Angeles
Flowing resort and occasion boho in printed silhouettes
What changes: More party/resort dressing, less seventies folk detailing
Brand facts
- Founded
- 2008
- Origin
- Byron Bay, Australia
- Made in
- China, India, Peru
- Price
- $$$
- Focus
- Womenswear
- Styles
- Y2K, Minimalist / Contemporary, Punk / Grunge / Goth