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 interests of Alice herself. The resulting product is playful, quirky and fun with a kick of sexiness. McCall’s love of vintage clothing is something that can be seen throughout each collection with injections of flared silhouettes, bell sleeves and pastel tones. Ever the creative, McCall’s career in fashion began at the ripe age of 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 on the side and quickly gained a fan base. Her creations were purchased and worn by style icons Kate Moss and Alexander McQueen muse, Katy England. 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. Season after season, alice McCALL designs remain uniquely feminine. Each collection plays with the graphic use of space and colour. Her pieces experiment with fabric techniques from delicate hand embroidery to developing custom in-house laces. The concept of “craft” is something that remains core to the brand’s DNA and the resulting products are instantly recognisable as an alice McCALL creation.