Alice McCall

Alice McCall

Alice McCall

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.

Brand fans include Beyonce, Kendall & Kylie Jenner, Katy Perry, Kylie Minogue & Margot Robbie to name a few, while international influencers such as Rocky Barnes, Sarah Ellen, Chriselle Lim & Mimi Elashiry are all regularly spotted in an alice McCALL creation. 

SS17 collection, WeFloat

Featuring feminine playsuits and soft romantic silhouettes, it’s like falling in love again. The thrills. The frills.

Filled with flowers, as are all gr eat love stories - garden rose embroidery kisses the neckline of petite playsuits and watercolour blossoms float through silk blouses. Sugar plum posies adorn Sunday dresses and wildflower thistle’s are every bit as wonderful scattered across bell sleeved mini dresses and ornamental playsuits.

Tiptoeing between vintage and modern, We Float is fresh and youthful, with a main tained elegance and timelessness. Soft, weightless fabrications compliment the vintage colour palette and traditional silhouettes. The detail is in abundance; waisted ties, lace trimming, tiered bodices, keyhole cut outs and frilled edging decorate the collection.

WeFloat is exciting and fun, romantic and feminine. It’s dusty sunsets and moonlit waters. It’s falling in love all over again.