Alice McCall started as a stylist in London where she began designing and selling one-off silk pieces at markets in London and quickly gained a fan base. The eponymous brand was born in 2004, where the label launched at Australian Fashion Week.

The brand has achieved international and local applause through fashion weeks at London, New York and Sydney with a strong following by Katy Perry, Kendall and Kylie Jenner, Iggy Azalea, Alexa Chung, Phoebe Tonkin, Isabelle Cornish, Mimi Elashiry, Sarah Ellen and Nicole Warne.