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Introduction to the Alice McCall Fashion Label

Alice McCall Womenswear Fashion 01

Designer Alice McCall landed on the UK fashion radar over a decade ago, spending two successful years at MTV London as stylist for the Stylissimo series and the presenter. Following her stint at MTV, Alice was selected to style Natalie Imbruglia for Dazed and Confused with renowned photographer Rankin – this led to a continued relationship with Natalie that would last a further two years and include styling the star for press shoots, public performances and videos.

After helping Natalie to become a style icon, Alice pursued a career as a freelance stylist working with the likes of Destiny’s Child, Marianne Faithful, Kelis and Blondie, as well as styling international advertising campaigns for Nike, Rimmel and Levi’s. While still in London, Alice stated making one-off luxury silk tops and 1950′s style dresses that were soon picked up by prestigious London boutiques Euphoria, Wink and Pinneal Eye, and worn by the likes of Kate Moss. Alice had made the transition from Fashion Stylist to Fashion Designer.

Alice McCall Womenswear Fashion 02

Alice was soon head hunted by cult British fashion label ‘Buddist Punk’ to design the critically acclaimed Spring/Summer 2002 womenswear collection that graced the fronting windows of the iconic Liberty of London. In 2003, a chance encounter with Heidi Middleton and Sarah Jane Clarke of Sass & Bide led to the duo flying Alice back to Australia to design for the label. At Sass & Bide Alice formed a key part of of the design team, working on the collections that were presented at London Fashion Week 2003 and New York Fashion Week 2004.

In 2004, Alice decided the time was right to go it alone – she launched her namesake womenswear label ‘Alice McCall‘ to critical acclaim at Australian Fashion Week. Alice McCall was back in London in 2006, this time to make her runway debut at London Fashion Week with her Autumn/Winter 2006 collection. The seasonal offering was immediately well received with Vogue UK proclaiming: “If we gave out cups at the end of Fashion Week, Alice McCall would have a hat trick: best newcomer, prettiest collection and easily the most popular girl in the class.”

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Things moved quickly for the Alice McCall fashion label after that – the brand’s collections continued to make waves at London Fashion Week for the following two seasons. Such an increase in the label’s international profile, attracted the attention of a number of global brands interested in working with Alice. The resultant collaborations included, an exclusive range entitled ‘Gracie’ for Australian retail giant General Pants; a shampoo and conditioner for the Sunsilk Designer Range; and capsule collections for global high-street label Topshop.





As of 2012, the Alice McCall collections can are sold in over 165 boutiques in over 10 countries, as well as through the Alice McCall online boutique and the flagship Alice McCall store which opened in Sydney’s Darlinghurst in 2010. A full list of stockists can be found on the official Alice McCall website.

Alice McCall now splits her time between Bali and Australia, with her partner, designer Nicholas Morley and daughter Wilde Rose Morley McCall.

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Alice McCall Fashion Label: Key Dates

  • 2002: Fashion designer Alice McCall is head hunted by British fashion label, Buddist Punk to design the Spring/Summer 2002 womenswear collection.
  • 2003: Alice relocates to Australia to design for legendary Australian womenswear label Sass & Bide.
  • 2004: ‘Alice McCall’ launches her namesake womenswear fashion label at Australian Fashion Week to critical acclaim.
  • 2006: The Alice McCall label makes its debut at London Fashion Week with their Autumn/Winter collection, which was immediately well received. Also this year, Alice McCall created a capsule collection for retail giant Target, which quickly sold out in store.
  • 2008: Alice McCall creates a nine piece collection for international fashion force, Topshop that firmly cemented the brand’s position as a truly global fashion label. A second collection for Topshop soon followed. Also this year, the Alice McCall fashion label has its debut runway showing at New York Fashion Week, with their Spring/Summer 2009 collection.
  • 2009: The Alice McCall online boutique is launched.
  • 2010: The Alice McCall fashion label opens it’s first flagship store on Sydney’s South Dowling Street. Also this year, the Alice McCall brand made its triumphant return to the runways of Rosemount Australian Fashion Week.
  • 2011: The brand launches its diffusion line, ‘House of Wilde by Alice McCall’ with a debut collection entitled ‘Love Letters On The Rocks’.

House of Wilde by Alice McCall

House of Wilde by Alice McCall

Aesthetic of the Alice McCall Fashion Label

The signature Alice McCall aesthetic, which combines elements of girlish charm and bohemian flare all mixed up with a bit of rock and roll, has garnered devotees around the world. Fans of the Alice McCall collections include Jools Oliver, Natalie Imbruglia, Diane Kruger, Chloe Sevigny, Kylie Minogue, Mandy Moore, Mischa barton, Elle Macpherson, Rose Byrne, Natalia Vodianova and Gemma Ward.

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Visit the official Alice McCall website, here.

If you like the look of Alice McCall, why not check out fellow Australian fashion labels Karen Walker, Claude Maus and Karla Spetic.






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