This Cult Australian Fashion Label's New Byron Bay Concept Store Is a Boho Dream

Lauren Powell

From the modest stalls of the Byron Bay markets to the wardrobes of celebrities and It-girls around the globe, cult Australian fashion label Spell & The Gypsy Collective has come a long way (hello, understatement) since sisters Isabella Pennefather (whose childhood nickname was Spell) and Elizabeth Abegg co-founded the label back in 2009.

Not only have the talented pair witnessed the brand evolve to see their modern-bohemian designs worn by some of the most influential women in the fashion world, but they can also now admire their designs on display at their new concept store—a project they have been dreaming up for years.

Located just minutes from the heart of Byron Bay, the label’s newest flagship store—which swung open its 200-year-old Moroccan doors for the first time just over a month ago—is a boho dream, just like its sought-after creations. The store boasts a neutral canvas teamed with locally sourced natural materials, and a carefully curated edit of eclectic, antique furnishings. Outside in the courtyard, which was built from a reclaimed wood arbour and eucalyptus reeds, is home to a cactus garden you thought only existed on Pinterest. We chatted to Abegg to find out the vision behind the store and how they brought their dream space to life—read on.

What do you love most about this store? Tell us below!

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