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.


About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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