The Story So Far

At the heart of alice McCALL’s uniquely feminine brand is the concept of ‘craft’.

Here, intricate detailing, an acute exploration of space and colour, and the experimentation of fabric techniques – from hand embroidery to in-house designed laces – speak to the chic, bohemian and unmistakably feminine designs that are signature alice

Ever the creative, McCall’s career in fashion began at 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 that resulted in a rapidly growing fan base that included style icons Kate Moss and Alexander McQueen muse, Katy England.

The brand’s debut at Mercedes Benz Fashion Week in 2004 launched its successful journey to date, with global fans and influencers including Beyoncé, Katy Perry, Ariana Grande, Jennifer Lopez, Kaia Gerber, Josephine Skriver, Kendall Jenner and Kylie Minogue to name a few.

With an international e-boutique, 14 boutiques across Australia and 174 stockists throughout 36 countries globally, alice McCALL continues to go from strength to strength.