alice McCALL is a womenswear brand founded in Australia in 2004 by Australian designer Alice McCall. After working as a stylist in London, she launched her own label based in Sydney and debuted at Australian Fashion Week. The brand offers playful, feminine clothing, focusing on party dresses, playsuits, and tops, with craftsmanship—including embroidery and original lace—at its core. Following collaborations with Target and Topshop and presentations at London Fashion Week, the brand gained international recognition, but the company operating it was liquidated in 2023.
Concept
The concept of “craft” is something that remains core to the brand’s DNA.