Byron Bay, home to Spell & The Gypsy Collective, is hardly the epicentre of the fashion world. More about relaxing than runways, it seems an unlikely location for a multi-million dollar label – which is exactly what Spell happens to be. But the coastal idyll’s breezy reputation belies its capacity for effecting change and its tough business ethic. “We often get people thinking that because we’re a Byron-run business it’s super relaxed, but that’s certainly not the case!” says Elizabeth Abegg, who, with her sister Isabella Pennefather, heads the brand beloved by fans for its feminine, bewitchingly bohemian aesthetic. That said, wellbeing is certainly a focus at Spell HQ, as is improving the brand’s carbon footprint, with the 50-strong female workforce offered shared bicycles, regular TED talks, a ban on…
