Alice McCall responds to criticism of ‘shock’ capsule collection with SHEIN

Alice McCall has responded to backlash after announcing her eponymous label would be “revived” via a collaboration with SHEIN.

Alice McCall has responded to critics after announcing her eponymous label – which collapsed earlier this year – would be “revived” via a collaboration with global fast-fashion retailer SHEIN.

Fans of the beloved Australian brand expressed their “disappointment” and “devastation” at news of the partnership on Monday, given the Chinese conglomerate’s reputation – dubbed the “worst of the worst” by fashion ratings website, Good On You.

SHEIN has been marred by controversy since its inception in 2008, including allegations of labour abuse, poor quality and unsustainable and unethical manufacturing output.

But in a since-deleted comment on Instagram, Ms McCall insisted she “did [her] due diligence” before entering into the collaboration, after former customers took to the brand’s official announcement to question whether it was “a joke”.

“Ensuring my garments have been made ethically is important to me which is why I did my due diligence before entering into this partnership,” the designer said.

“I’ve travelled to China and met with the SHEIN team. There, I was able to visit their operations and facilities where my collection is manufactured and they are up there with the best that I have worked with in my career.”

Alice McCall has announced a collaboration with global fast-fashion retailer SHEIN. Picture: Supplied

In a since-deleted comment on Instagram, Ms McCall insisted she 'did [her] due diligence' before entering into the collaboration. Picture: Instagram

Ms McCall added she was “confident the clothes have been made ethically”.

All comments on the original post, and a subsequent one promoting the partnership, have been disabled.

Prior to turning them off, however, reaction was largely one of shock.

“I spent a lot of money on Alice McCall clothing because it was a favourite brand. I was sad to hear about the discontinuation. The comeback is Shein?! Disappointed on a humanitarian and ecological level,” one customer wrote.

“I remember wearing a lot of Alice McCall in my 20s back on (sic) the 00’s. I do wonder the direction you have chosen now that you have aligned with Shein? It’s such a big shock. Feeling a bit deflated now,” a second commented.

Multiple others asked if it was April Fool’s Day.

“I love this brand so much … but this is incredibly disappointing,” a third said.

Designer Alice McCall. Picture: Supplied

The partnership with SHEIN is an Australian-first, and marks 20 years in the fashion business for Ms McCall.

Ranging in price from $15 for a bralette to $120 for a dress, the line will “revive” her brand’s “beloved romantic style with pieces for every occasion”, according to a press release, and incorporates rescued textiles sourced via SHEIN’s partnership with global circular economy technology company, Queen of Raw.

“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,” Ms McCall said in a statement.

“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.”

‘The styles feel fresh, elevated, easy to wear and obviously Alice.’ Picture: Supplied

‘I have always resonated with the idea that my designs can become attainable.’ Picture: Supplied

Pieces will range in price from $15 to $120. Picture: Supplied

Ms McCall’s business went into voluntary administration in November 2020, citing the pandemic and cost of running brick-and-mortar stores as the reasons behind its decline in revenue. But it wasn’t able to turn its fortunes around, going into liquidation in February this year.

“It is time to close the doors, making space for a new chapter in my life,” Ms McCall wrote in a statement at the time, issued through the brand’s social media accounts.

“I want to say thank you and acknowledge all the people that have worn, supported and loved the brand over the years.”

McCall announced earlier this year the brand had gone into liquidation. Picture: Instagram

In an interview with The Sunday Telegraph, Ms McCall reflected on the “tough decision … but at the end of the day, I think what the customer is more interested in is what I am going to do next”.

“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,” she said.

“[The SHEIN x Alice McCall collection] feels really quintessentially Alice.

“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.

Models for Alice McCall at Melbourne Fashion Week 2022. Picture: Supplied

“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.”

A SHEIN spokesperson said the e-commerce giant, which is the number-one key player in Australia’s online shopping arena according to Ipsos data, is “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.”