alice McCALL Collection
Today, one of the most lucrative styles in fashion is the party girl look. Women today want to buy and wear clothes that they can feel sexy and free in, especially when they’re going out to party all night. Think Olivier Rousteing’s Balmain or Jeremy Scott’s Moschino. Both might not be the most critically-acclaimed labels right now, but no one can deny how profitable their fun party looks are. For many brands, the party girl is the right audience to cater to make a lot of money. One of the labels that can attest to this is Australian designer Alice McCall.
Alice McCall is known for her free and feminine looks, whether their short party dresses or long billowy pieces. Their main factors are style and comfort, both of which are beloved by the legions of women who’ve become customers of the company. For the customer, Alice McCall’s clothes are easy to wear and on the eyes, which are more than enough to constitute a hefty price. Although it’s based in Australia, the power of social media is making the label more known globally, and soon, it might be able to rival brands such as Isabel Marant and Balmain.
Her way to Mercedes Benz Fashion Week premiere
The brand was founded in 2004 by stylist Alice McCall. At an early age, she fell in love with fashion through her mother who was also a fashion designer. She took an Art Foundation course at London’s Wimbledon College. While in the fashion capital, she started her work as a stylist, getting socialites and celebrities as her clients. Eventually, she found that a lot of her clients were desperate for easy and breezy looks to wear from day to evening, especially at parties. She took matters into her own hands and established her namesake label, premiering in Mercedes Benz Fashion Week.
Soon, women embraced the designer’s easy and comfortable style, which were usually perfect for any occasion. In 2010, she opened her first boutique in the prestigious Paddington area in Sydney, Australia. Eventually, the label expanded to shopping destinations in the country, such as Emporium Melbourne. Chadstone Shopping Centre, and Sydney Bondi. It has also reached overseas retailers, the likes of Saks Fifth Avenue and Bloomingdales. Other retailers include David Jones, Liberty of London, and Intermix. Online, the brand pieces are sold at e-commerce sites such as Net-A-Porter and Moda Operandi. Today, it’s become one of the most successful brands in both e-commerce sites.
Feminine & Free
One of the brand’s strengths is their signature style, which is feminine and free. A lot of times, the brand’s pieces are girly and romantic, embroidered, covered in lace, and ruffled to a girl’s heart’s content. The company has also specialized in party wear, offering short dresses, revealing cuts, and sexy ensembles. However, with such a strong Australian identity. The clothes are also designed with a tropical touch, reflecting the climate in the Land Down Under. Another key style of the brand is their touch of the bohemian spirit, making use of florals and other colorful prints in their designs. Such unique style has since been embraced by women from other countries, such as the USA, France, Italy, and the UK.
Fresh Designs through Collaborations
Since the brand is relatively new, it has counted on its frequent collaborations with well-known brands and retailers to further spread awareness. One of their firsts was with British high street brand Topshop. Since both brands practically cater to the same young and hip customer, their collaborations was an instant success. Their array of bright-colored cut-out party girl frocks was embraced by customers in both London and Australia. They’ve also collaborated with General Pants co, where the designer label shared their feminine touch on the ready-to-wear brand. Additionally, the brand has sought the help of artists like Eugenia Loli and Alice Babich to create prints for their collections.
Out in the Spotlight
With such effortless and girly styles, it’s no surprise that a lot of Hollywood starlets have fallen in love with Alice McCall. A number of them have been spotted in the label’s frocks, whether on the red carpet or simply during their everyday lives. The likes of Hilary Duff, Jenny Slate, and Jamie King have all worn dresses form the Australia-based company. Meanwhile, models such as Miranda Kerr and Shanina Shaik have fronted the brand’s ad campaigns and images on e-commerce websites. More than the club and party scene, women have started wearing the label’s dresses to formal events, proving that they can be versatile pieces as well.
Although Alice McCall is not that big of a name yet, they’re surely on their way to conquer the global fashion industry. They’ve already caught the eye of foreign markets and Hollywood. It won’t be too long before other countries take notice and start selling Alice McCall pieces their own stores. Their feminine and easy style is one that will have women lining up to their stores or ordering plenty online.