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Alice McCall is at the forefront of fashion and her new collection only continues to further this notion. Previously the label is synonymous with capturing the freedom and experimentation of the 60’s and 70’s and this ideology continues to dominate her later collections.

Before her rise to fame Alice used her skills in fashion and design to become a successful stylist to the stars. Using her job at MTV she began to coach Natalie Imbruglia through enhancing her natural style. This led her to design one off pieces that were sold to fashionable boutiques and brought by Hollywood’s hottest including Kate Moss.

Sought out by Buddhist Punk, she designed a spring/summer collection which led to a stint with Australian designers Sass and Bide, helping to focus the collection and add her own flavor.

Following on from this Alice launched her first independent collection in Australian Fashion Week, combining a range of charming and inspired pieces. The bohemian feel of the collection appealed to the Australian market that fell in love with the fresh print designs.

Through her past works Alice McCall is best known for bringing a diversified range of influences from the 60’s and 70’s including rock and roll, original prints, and a mix of bright fun colours. Her style is both progressive and reminiscent, a fusion which enables the brand to flourish in both an Australian and international market.