Alice McCall is an eclectic brand with a playful sensibility, using unique detailing and charming folk-like craftsmanship to create charismatic, modern keepsake collections. The eponymous brand was born in 2004, following Alice McCall’s vast and global career as a stylist. McCall’s CV is as notable as it is extensive, working across Europe and the United States with iconic figures such as Beyonce, Deborah Harry and Marianne Faithful as well as progressive fashion titles The Face, Dazed & Confused and i-D magazine. Since the Alice McCall brand’s launch at Australian Fashion Week in 2004, the label has rapidly become a coveted name combining elements of tender girlish charm and bohemian flare all mixed up with a bit of rock and roll. The Alice McCall girl was born, magnetic and glowing; pretty and in love and completely carefree. Unsurprisingly, international attention followed, and alice McCALL following the brand’s AW06 showcase at London Fashion Week, the collection was applauded by Vogue UK: "If we gave out cups at the end of Fashion Week, Alice McCall would have a hat trick: best newcomer, prettiest collection and easily the most popular in class" High profile devotees have since arrived in droves; fashion doyennes Kate Moss, Chloe Sevigny, Diane Kruger and Natale Imbruglia have all lovingly worn the brand. In addition to Alice McCAall’s three flagship boutiques (Sydney and Melbourne) and e-boutique, Alice McCall can be found at select premium cult retailers, including Beams (Japan), asos (internationally), Harvey Nichols (UK) and David Jones (Australia).