The campaign was shot and filmed long before the world seemingly turned into chaos and social distancing was the norm. Travel has always been at the heart of inspiration for Spell, and the concept of a dreamscape adventure was one ready to be explored.
With a location backdrop like no other, the Spell team and crew travelled to New Zealand’s majestic South Island to capture the dreamlike campaign. A place that had been on Spell’s shoot moodboards for quite some time, a vision come true.
"When designing Mystic, the team had visions of Icelandic lakes, blooming wildflowers, rolling flaxen hills and wide-open spaces so our friendly neighbouring country, New Zealand was unquestionably the shoot destination."
Bursts of florals, fields of lavender, still blue lakes and vast landscapes were perfectly captured by videographer Zac Lovett. Model of the moment and RUSSH favourite, Bella Thomas was the perfect muse for the collection and the embodiment of the Mystic woman. Moving freely in her signature dancing form, she is at one with her nature surrounds while wearing key collection pieces.
The Mystic collection is infused with symbology, invocations of the night sky noting on a wild and romantic existence. Spell is known for its hand-drawn signature prints and colour combinations, with the namesake Mystic print as no exception. Featuring exotic and romantic full blooming roses and roaming horses, as well as Anne, a beautiful washed vintage print with all styles created from organic cotton.
A huge milestone, the number of garments containing preferred fibres within the Mystic collection is the highest for Spell to ever release sitting at 77%. A major step in the right direction for the brand that is aiming to move towards a 100% percent preferred fibre portfolio by 2025. For those not in the know, Spell has created a Preferred Fibres Matrix in which they are committed to creating from the most sustainable fibres they can source whilst staying true to the premium quality fabrics Spell customers have come to know and love. You can learn more about it here.
The Mystic collection launches Wednesday September 9 and will be available from the Spell website.