Lets be clear. This is a special collection. We can usually gauge the wonderfuless of a collection by how much it’s coveted by our inner circle… Meadowland is off the charts. It’s prim, prairie girl vibes with shades of craft and patchwork, it’s country soul meets farmland romance and we simply can not get enough.
Meadowland is for modern romantics with an affinity for a life best lived outdoors in wide open spaces. Think 20s inspired lace intimates under a lumberjacks flannel – or reinventing the trucker flannel all together, as outerwear in pastel shades. Centered around three distinctive craft inspired prints, each accompanied with perfect pieces for styling back and layering – the collection is literally a complete transeasonal wardrobe in its own right.
During the design process we drew inspiration from inimitable songstress Jane Birkin and infamous actress and activist Bridgitte Bardot – but also a threadbare patchwork quilt hand-made by our Grandmother when I was born. Once we started unpicking the idea of patchwork and the age old craft the collection came together in an organic alchemy of
texture and colour.
The inspiration is drawn from many decades in fashion with a nod to uniqueness and the feel of craft and handiwork - 1930s nightwear in Edwardian style lace details, 1940’s kitsch curtain prints you might find hanging in a prairie cottage, silhouettes embedded in 60’s and 70’s shapes and in true Spell style - Meadowland is warmly familiar and unexpected – it’s warm honey on toast and popping candy all at once.
Our campaign sings with lion-maned beauty Jess Clarke alongside creative genius and longtime friend Brydie Mack behind the lens. We wanted it to feel like a story in a faded magazine you found in a farmhouse in the South of France… pages torn out and stuck to a wall to inspire a beautiful, simple life filled with fresh air, grassy hills, furry friends and an unhurried perspective on life.
We love to keep our community informed about our sustainability journey for each collection. For Meadowland, we were able to achieve 96% of the collection being crafted from our preferred fibre portfolio, using two new fibres for us, recycled cotton and Responsible Wool Standard Wool.
We are eternally proud to reintroduce our denim supplier through Outland Denim - after collaborating with them on a sold out capsule last year, we were so impressed with their transparency and irrefutable environmentally responsible score-card we decided to continue working with them for all our denim. This collection we celebrate using a sustainable dying process of Terra clay dying. We’ll spotlight this very soon so you can read all about this amazing process and how much kinder it is to the earth and our waterways.