Growing up in the fashion industry cemented Alice McCall’s love for design, citing one of her earlier memories as sewing doll’s dresses on her mother’s sewing machine. After creating custom garments for her styling clients, Alice took the plunge into the world of fashion design, launching her own label in 2004.
Learning on the ground has been vital to Alice’s business, who tells us that mistakes equate to valuable business lessons- as long as you don’t make the same error more than once. With a playful sensibility and an ability to ensure her garments are distinct and her collections are cohesive, Alice is one of the country’s most recognisable design forces.