London-born Australian designer Alice McCall traded in ten years as a stylist to launch her eponymous label in 2004. Combining elements of girlish charm and bohemian flare, mixed up with a rockish edge, Alice McCall sets a distinctly feminine tone, with printed silk dresses adorned with intricate cut-work and peplum frills. The brand has achieved international and local applause through fashion weeks at London, New York and Sydney with a strong following by Katy Perry, Kendall and Kylie Jenner, Iggy Azalea, Alexa Chung, Phoebe Tonkin, Isabelle Cornish, Mimi Elashiry, Sarah Ellen and Nicole Warne.