Homegrown powerhouse alice McCALL is know for its playful sensibility, unique detailing and charming folk-like craftsmanship, the label has been a stalwart on the Australian fashion scene since its launch at Australian Fashion Week in 2004. The label is leading the charge for a new wave of premium retail, cementing its place in the local fashion scene by opening a new store full of the designer’s iconic playful and quirky garments at Westfield Chermside as part of its new fashion precinct. If you’re a fan of pastel tones and intricate detailing, you’ll find plenty to like. Several looks are inspired by Alice’s love of vintage clothing, with touches like belled sleeves, pastel tones and vibrant patters featuring across her range. Fabric techniques are also a large focus, with hand embroidery and custom laces seen on many garments.