The beloved Australian fashion label Alice McCall has made a dramatic comeback, partnering with the global fast-fashion powerhouse SHEIN. This collaboration marks a significant milestone for Alice McCall, who had previously announced the liquidation of her eponymous brand earlier this year.
The fashion world was abuzz when news broke that McCall's design prowess would once again grace the industry, but this time with an unexpected twist—a capsule collection with SHEIN. The SHEIN x Alice McCall collection is a treasure trove of over 30 pieces, each embodying the designer's signature romantic flair and catering to a variety of occasions. The range is a celebration of femininity, featuring an array of designs from sequined mini dresses that sparkle like stars in a midnight sky to ruffled off-the-shoulder pieces reminiscent of Marie Antoinette's opulent style.
In a pioneering move, the collection utilizes rescued textiles, thanks to SHEIN's partnership with Queen of Raw. This initiative aligns with the growing demand for sustainable fashion, addressing excess inventory issues and giving new life to materials that would otherwise go to waste. Alice McCall's journey through the fashion industry has been one of highs and lows.
After two decades of success, her business faced the harsh realities of the pandemic, leading to voluntary administration in November 2020 and eventual liquidation in February 2023. However, McCall's passion for design couldn't be quelled. She saw an opportunity with SHEIN to reach a broader audience while maintaining the integrity of her designs.
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"I have always resonated with the idea that my designs can become attainable to a wider audience, so when the opportunity to partner with SHEIN presented itself, it felt like I was able to turn this vision into reality," said Alice.
"A highlight for me was that, for the first time in my two decades as a designer, I have been able to work with rescued fabrics and have also used recycled polyester in this collection.
"The styles feel fresh, elevated, easy to wear and obviously Alice," she added.
The collection leverages SHEIN's industry-leading on-demand production model, for ultra-small batch production, and gauges market response in real-time, scaling production only if necessary. This approach minimises production waste at the source and reduces excess inventory.
"We are always identifying ways to bring customers more of what they love. Alice McCall's flirty, feminine collection, coupled with her use of preferred materials, such as rescued fabric, will hit the mark for many customers around the world," said SHEIN's spokesperson.
The announcement of the SHEIN x Alice McCall collection has certainly stirred the pot, with reactions ranging from excitement to skepticism due to SHEIN's controversial reputation. Yet, McCall stands by her decision, emphasizing her due diligence and commitment to ethical production. She personally visited SHEIN's facilities in China to ensure that her collection would be manufactured to the highest standards she has upheld throughout her career.
The SHEIN x Alice McCall collection will launch on Thursday 16 November in Australia and New Zealand. Prices range from $15 for a bralette to $120 for a dress and are available at https://au.shein.com/campaigns/sheinxalicemccall
