Established in 2004, alice McCALL is the eponymous label of fashion designer, Alice McCall.

With a focus on intricate detailing, season after season, the brand’s designs remain uniquely feminine. Playing with the graphic use of space and colour, experimenting with fabric techniques from delicate hand embroidery to developing custom in-house designed laces, the concept of ‘craft’ is something that remains core to the brands DNA. The resulting designs are pretty and feminine, chic and bohemian – instantly recognisable as an alice McCALL creation.

Ever the creative, McCall’s career in fashion began at the ripe age of 19 when she moved to London to work as a stylist for Conde Naste. As a hobby, she began selling one of a kind, silk pieces on the side and quickly gained a fan base. Her creations were purchased and worn by style icons Kate Moss and Alexander McQueen muse, Katy England.

Identifying a niche to create playful yet wearable feminine pieces with a focus on intricate detailing, in 2004 the alice McCALL brand was born when the label launched at Mercedes Benz Fashion Week.

Now with an international e-boutique, 13 boutiques in Australia & 171 wholesale stockists across 36 countries globally, the brand has a strong local & growing international presence. Brand fans include Beyonce, Katy Perry, Jennifer Lopez, Josephine Skriver & Kylie Minogue, to name a few, while international influencers such as Rocky Barnes, Sarah Ellen, Chriselle Lim & Mimi Elashiry are all regularly spotted in alice McCALL creations.

In February 2018, the brand successfully showed for the first time internationally debuting the SS18 collection at New York Fashion Week.