Alice McCall's Spring 2018 campaign

NEW IN: Alice McCall, the Australian label known for its ultrafeminine dresses and playsuits, is looking to put itself on the international map.

McCall, a former stylist who founded the label in 2004, said partnering with Net-a-porter was the most obvious step in spearheading her brand’s expansion strategy.

McCall has also been working on creating a pricing structure and addressing seasonality requirements, with a particular focus on the U.K.

Net’s buying team said it was drawn to the femininity of the brand, and bought heavily into dresses, particularly occasionwear such as silk-organza gowns and floral dresses.

Prices vary from 220 pounds to 620 pounds, an accessible price point that’s aligned with Net’s strategy to introduce more contemporary labels to the mix.

The retailer also said it’s working with McCall on an exclusive capsule, set to launch in April.

In addition to the Net tie-in, McCall said she will continue to look for the right global partners to further expand the brand’s distribution. She said she’s currently in talks with a number of department stores and in the long term will also look to expand the brand’s international retail footprint with London being a key location.

“Having been born and lived and worked as a stylist in London for 10 years means that I have an affinity with the market and would love to continue growing the brand’s exposure across the UK,” said the designer, who has previously worked as a stylist for the likes of Beyoncé and Debbie Harrie.

“I believe the U.K. customer is actually quite aligned with our Australian customer, except the hemlines sometimes need to cater for the weather.”

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