How This Australian Designer Has Maintained Her Fashion Status, 12 Years Later

We all know Alice McCall needs no introduction—the Australian designer has been at the top of her game for the past 12 years and continues to impress and evolve with every collection. The label is always a go-to for celebs, bloggers, and influencers looking for special pieces—Alice’s designs always have a point of difference like intricate embroidery or lace panels.

For Alice McCall’s latest collection, the crew travelled to L.A. to photograph model Lindsey Wixson at the Goldstein Residence. The result has us planning our warm-weather outfits (for Aperol Spritzing), and counting down the days to spring.

Without giving too much of her strategy away, we sat down with the designer to find out what keeps her inspired and pushing boundaries. Read on to find out, peep the new campaign, and shop our edit of the current collection.  


Emma Summerton for Alice McCall

Who What Wear: Why did you decide to shoot your campaign in L.A.? Are you planning on expanding further into the U.S.?

Alice McCall: We locked Emma Summerton in from the very beginning, then shortly after we locked in Lindsey Wixson. Both are living in the U.S. so it made sense geographically to shoot overseas. On a business level, I really wanted this campaign to have international appeal, and to do that we needed to look further than Sydney. On a creative level, the collection resonates really well with L.A. It is a Resort collection and the colours and fabrications are quirky and bright so all signs pointed to L.A.


Emma Summerton for Alice McCall

WWW: You launched Alice McCall 12 years ago—what inspires you to keep creating and pushing boundaries?

AM: I grew up around designers and artists, my mother was a fashion designer herself, my sister is a designer, and my aunty is a fantastic artist. Creativity is obviously engrained in me and I am constantly inspired. I love vintage clothing and travel. I love visiting markets like Portobello Road in London and Rose Bowl Markets in California, or even just shopping on Ebay and Etsy. The clothing I design is very much occasional wear. They’re the pieces that women wear to their best friend’s wedding, school formals, or even just a night out on the town with the girls. I love that these are the outfits you make memories in. That is something that inspires me to continue to create.


Emma Summerton for Alice McCall

WWW: Without giving too much of your strategy away, what do you think has been key to growing your label?

AM: Having a great team around me. I would be nowhere without the team I have now.

WWW: If you could give one piece of business advice to aspiring designers, what would it be?

AM: Draw up a sound business plan and have a clear vision of where you want to go and what you want to achieve. Get work experience with a designer or business that you aspire to and expect to work hard. Don’t expect things to be handed to you on a silver platter—work for it!

Everyone should own one of Alice McCall's signature playsuits.

The cold shoulder trend is seriously showing no sign of ending.

We can already imagine wearing this in spring with tan sandals and a choker.

We wore black pencil skirts all through winter, so it makes sense to reach for white in spring.

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