Fashion designer Alice McCall is renowned for creating fun, unique, standout fashion. At the 10 year anniversary of the brand, Alice shared her tips on dressing for the coming months.
To celebrate the label’s 10th anniversary, celebrities, media, friends and bloggers, were invited to a fantastical, psychedelic Wonderland party. With a dark twist on Alice in Wonderland, the party drew inspiration from the latest alice McCALL collection, IN MY DREAMS WE’RE FLYING. This was the perfect opportunity to chat to Alice about the 10 year mark and get her style tips for spring and summer.
Congratulations on reaching the 10 year mark of your brand. Does it all feel a bit surreal?
It’s probably more sentimental. We’ve moved offices so there’s literally been this phase where you’re packing up old stuff from 10 years, deciding what to keep and what not. Going through my old look books, it makes me realise just how far I’ve come.
What do you credit your success towards?
I think vision is the main thing. It’s having a clear vision of what you creatively want to put out to the world that’s unique and has your writing on it. That expression and then with that it’s also hard work and being humble and showing gratitude towards the people that help you get there.
Where do you hope to see the brand continue to?
I think it’s opening more retail stores. It’s all about creating a world that is the brand’s world and I think it allows you to really have control over your product, understand free market research to what the customer or consumer actually wants from you, because you’ve got such a direct relationship with them. And to dress people internationally and grow key international accounts is important to us.
There’s a sense of fun in the new collection, IN MY DREAMS WE’RE FLYING. What tips would you give to women on how to have fun with fashion?
Being comfortable is really important. It could just be wearing a great pair of shoes. As a stylist I would mix really standout pieces that are unique, but balance them with great layering and tailored pieces that are pared back. So you’re either really loud and standout, but also sophisticated.
We see a lot of pastels, glitter, draping, graphic prints and sheer panels in the collection. What trends do you think have staying power?
I think a sense of fun in fashion is going to stay around a little bit; this sort of nod to craft and artisan. It’s attention to detail, craft and embellishment. It’s really quite pretty and fun.
Work Christmas parties are coming up. What tips do you have for going from the boardroom to the bar?
Girls want versatility. They’re happy to invest in a piece as long as they know they can wear it to a few different occasions. Our brand has longevity in the wardrobe because it’s not a one piece and then another. It also has that diversity within day time and night time because it’s not ultra-formal or ultra-casual. There’s a lot of day to night pieces that you can wear to a picnic, or pop on a hell and wear to a cocktail party. So I would say invest in garments that can be dressed up or dressed down with either a great pair of heels.