Designer Alice McCall returns in partnership with SHEIN

Months after shutting down her eponymous label, Alice McCall is back. The fashion designer has joined a global retailer but not everyone is happy.

Alice McCall is back. Picture: Tim Hunter

Fashion designer Alice McCall’s new partnership with global fast fashion brand SHEIN has been met with online backlash from fans claiming the Aussie icon is selling out.

McCall’s new partnership was announced this week to mark her 20 years in the business. She has collaborated with SHEIN on a capsule collection of more than 30 pieces.

The announcement follows McCall folding her eponymous label earlier this year.

McCall fans launched a series of TikTok videos and online posts lamenting the decision to join forces with SHEIN.

“My fashion degree is crying in italics,” Bree wrote on TikTok.

@winonaemery

Massive step backwards i am screaming and crying #alicemccall#fastfashionsucks#fashionnews

♬ original sound - Winnie

“I interned for her a number of years ago and loved her designs and creativity. This collab is so sad,” Hayley Vandenberg-pi wrote on TikTok.

“This is so sad OMG. One of my OG favourite brands COMPLETELY selling out,” R Mane wrote on TikTok.

McCall spoke to The Daily Telegraph following the SHEIN announcement.

“It is in my blood and I think with me, it was and is definitely my vocation,” McCall said.

@etherealelsa

like sorry we need to talk about this i am PERPLEXED #alicemccall#shein

♬ original sound - elsa rae

“I just get a lot of joy out from designing clothes and women wearing them. It really is an exciting moment for me to be able to relaunch Alice McCall and license the brand name is actually where I wanted to get to so it is a great opportunity.

“There was a huge fan base, both in Australia but also internationally, and I think people really want to see the product back on the market.”

Designer Alice McCall (centre) with models Joanna Oud and Ashley Pogmore. Photographer is Oliver Minnett.

In November 2020, McCall’s business went into voluntary administration and cited the reason being the decline in revenue caused by Covid and the cost of running bricks and mortar stores. In February this year, the business went into liquidation.

“I think we go next chapter, it was a tough decision and it was a decision that I have had to make and there was various reasons but at the end of the day, I think what the customer is more interested in is what I am going to do next,” she said.

“And what I’m doing is offering a product that’s equally as good as anything I ever did, but at a compelling price point.”

McCall is happy to be back. Photographer is Oliver Minnett.

The SHEIN x Alice McCall collection has seen the designer pore over her vault of designs to come up with a selection of pieces she believes draw on the best of her work over two decades.

An important element to McCall was incorporating rescued textiles sourced as part of SHEIN’s partnership with Queen of Raw.

“It feels really quintessentially Alice,” she explained.

“As far as the DNA of the brand, it is as Alice as I have ever done. In having that little bit of time off, I know that I wanted to put something on the market that was attainable with a compelling price point. I like the idea that I can become more commercial and reach a wider audience, something that really resonates with me actually but maintain that sort of elevated Alice quality.”