alice McCALL is an eclectic brand with a playful sensibility, using unique detailing and charming folk-like craftsmanship to create charismatic, modern keepsake collections. McCall started as a stylist in London where she then began designing and selling one-off silk pieces at markets in London and quickly gained a fan base. The eponymous brand was born in 2004, where the label launched at Australian Fashion Week. Launching the e-boutique in 2009, her first flagship boutique opened in 2010. There are now 4 boutiques across Australia, with the label stocked over the world in the US, Japan and Europe. The past 10 years has seen the designer also collaborate for major retailers, designing sell-out collections for Topshop, Target and General Pants Co. The brand has achieved international and local applause through fashion weeks at London, New York and Sydney with a strong following by Katy Perry, Kendall and Kylie Jenner, Iggy Azalea, Alexa Chung, Phoebe Tonkin, Isabelle Cornish, Mimi Elashiry, Sarah Ellen and Nicole Warne.