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.”

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.