Alice McCALL

Alice McCall is best known today as designer of her eponymous fashion label, launched in 2004. Renowned for its signature look of bohemian charm mixed with a streetwise, rockedge, the alice McCALL label has assembled loyal followers across the globe and is now sold in more than 165 stores in 10 countries, including a flagship store in Surry Hills.

Alice McCall first hit the UK fashion scene 10 years ago, landing a job as a stylist at MTV. Her personality and enthusiasm helped her to forge strong connections within the industry, and before long she was styling pop star Natalie Imbruglia for Dazed and Confused magazine and working alongside renowned fashion photographer Rankin. Alice continued working with Natalie for two years, playing an integral role in building the singer’s profile and in her induction into the industry as a style icon of the time.

McCall continued to pursue her career as a freelance stylist, working with major international musicians Kelis, Destiny's Child, Blondie and Marianne Faithful and styling global campaigns for high-profile brands including Levi's, Nike and Rimmel. Still in London, she started creating one-off luxury silk tops and 50's-style customised dresses and her first garments were soon snapped up by the likes of Kate Moss and London stylist

Katie England; the eminent transition from stylist to designer began.

Alice McCall had been developing a distinctive style of her own and before long was being sought out by established fashion brands. Headhunted by Buddhist Punk, Alice designed a women's collection for S/S 02 that resulted in overwhelming success, fronting windows in Liberty's and provoking a newfound demand for the label internationally. The next step for McCall involved being flown back to Australia in 2003 to design for sass and bide.

Working alongside Sarah-Jane Clarke and Heidi Middleton, she played a key role in creating collections for London and New York Fashion Weeks, and proved her knack was not only for one-off show pieces but also for collection best-sellers.

A natural progression and ambition led Alice to launch the alice McCALL label at Australian Fashion Week in 2004. ð£e show and collection received critical acclaim for its combination of tender, girlish charm, bohemian !air and rock-and-roll edge. 2006 saw the label making a mark at London Fashion Week where it debuted with fanfare.

"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 girl in the class," applauded the prestigious Vogue UK.

2006 also saw the launch of Alice's collaboration with retail giant Target. The alice McCALL for Target collection sold out in store and highlighted Alice's popularity and recognition within her home country Australia.

Alice continued to create a stir at London Fashion Week for the following two seasons before launching an exclusive ranges with Australian retail giant General Pants and a hair care line with Sunsilk. Furthermore, an exciting opportunity in the form of alice McCall for Topshop was born in 2008. ð£e nine-piece collection cemented Alice's global popularity, and was also followed by a second collection for the iconic brand.

In November last year Alice McCall opened her first Australian flagship store in the cosmopolitan shopping district of Surry Hills. Located in the heart of the action on South Dowling St, her business has continued to grow while attracting devotees all around the world; Natalie Imbruglia, Diane Kruger and Chloe Sevigny have all been photographed in Alice's clothes.

After returning to Australia's runways with fanfare in 2010, Alice's collections have continued to garner praise and attention around the world. Her most recent SS11/12 collection, The Dansant, was a much lauded highlight of RAFW and affirmed why both she and her label are continually raising the bar in both the fashion stakes and as a

successful businesswoman.