The brand’s design aesthetic is driven by the overriding tastes and interests of Alice herself. The resulting product is playful, quirky and fun with a kick of sexiness. McCall’s love of vintage clothing is something that can be seen throughout each collection with injections of flared silhouettes, belled sleeves and pastel tones.
Season after season, alice McCALL designs remain uniquely feminine. Each collection plays with the graphic use of space and colour. Her pieces experiment with fabric techniques from delicate hand embroidery to developing custom in-house laces. The concept of “craft” is something that remains core to the brand’s DNA and the resulting products are instantly recognisable as an alice McCALL creation.