At the heart of alice McCALL’s uniquely feminie brand is the concept of ‘craft.’ Here, intricate detailing, an acute exploration of space, colour & the experimentation of fabric techniques – from hand embroidery to in-house designed laces speak to the chic, bohemian & unmistakably feminine designs that are signature alice McCALL.

Established in 2004, alice McCALL is the eponymous label of fashion designer, Alice McCall. The brand’s design aesthetic is driven by the overriding tastes and interest of Alice herself. The resulting product is playful, quirky and fun with a kick of sexiness. Alice’s love of vintage clothing can be seen throughout each collection with injections of flared silhouettes, belled sleeves and pastel tones.

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.