Designer Profile: Alice McCall

Spending 2 years at MTV London styling the Stylissimo series and the presenters she then styled Natalie Imbruglia for Dazed and Confused Magazine with photographer Rankin. Alice then worked with Natalie for the next two years from the launch of Torn styling major press shoots, videos and public performances, creating a look that helped launch a style icon of the time.

Alice then went freelance as a Stylist working with the likes of Kelis, Destiny's Child, Blondie and Marianne Faithful as well as International Advertising campaigns for Levi's, Nike and Rimmel. Still in London she then started making one-off luxury silk tops and 50's style customized dresses that were sold through top London boutiques Pinneal Eye, Euphoria and Wink and snapped up by the likes of Kate Moss and London stylist Katie England. The eminent cross over from Stylist to Designer began.

Head hunted by Buddhist Punk to design the women's collection S/S 02, this collection had huge international success fronting windows in Liberty's thus causing huge demand worldwide. A chance meeting with Heidi Middleton and Sarah Jane Clarke led to the girls flying Alice back to Australia to design for Sass and Bide, starting at the beginning of 2003. There she played an integral role designing for London Fashion Week 03 and New York Fashion Week 04, creating not only one off show pieces but also the top sellers of these collections.

Alice then launched her own label at Australian Fashion Week 04 with acclaim, and is now based in Surry Hills, Sydney. The label garners a world wide following, perfectly combining elements of tender girlish charm and bohemian flare all mixed up with a bit of rock and roll. Fans of Alice McCall include Jools Oliver, Natalie Imbruglia, Diane Kruger and Chloe Sevigny who have all been photographed in Alice's Autumn Winter 06 Collection which debuted with fanfare at London Fashion Week . "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." Vogue UK.