02/03/2016 • Rachel Tanudjaja

Meet Alice McCall, the Australian fashion designer who traded in her ten-year career as an amazing stylist to celebrities and stars, to start her very own fashion label. 

Modern, Sexy, Playful and Adorable are only some of the adjectives to describe this eponymous brand. Alice Mccall first launched in Australian Fashion Week in 2004, and has since grown quickly into a coveted label by many around the world.

In every collection, Alice Mccall will create something fresh and indubitably cute, but her label always resonates a gentle bohemian vibe mixed with a touch of rock and roll. The image and character of the brand, to us is like princess Jasmine from the movie Aladdin, who travelled in time into the 21st Century bringing her charms and magic along, bewitching all that she came across.

The label is often sought for its party dresses, playsuits and rompers, as well as statement making separates. What we absolutely love about this brand is not only the use of unique detailing and charming craftsmanship, but also because there’s something about the clothes that makes one feel pretty, gleeful and young in them.

Therefore we are so electrified to present this brand in our store! If you are looking for something fresh this 2016, or thinking of upping your fashion game, this brand will be the one to look out for!

xx Rachel // et-i-kit