Alice McCall spent the last 10 years making her mark on the London Fashion scene as a successful stylist and designer. Alice went on to freelance as a Stylist, still in London she then started making tops and 50's style customized dresses that were sold through top London boutiques. 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. Alice then launched her own label at Australian Fashion Week 04 with acclaim, and is now based in Surry Hills, Sydney. The label combines elements of tender girlish charm and bohemian flare all mixed up with a bit of rock and roll. Fans of include Jools Oliver and Chloe Sevigny who have all been recently photographed in Alice's collection which debuted 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.