In an Instagram post shared last Friday, Alice McCall announced that her eponymous label would shut down.
“After 2 decades (20 years), I have come full circle with the brand, Alice McCall. It is time to close the doors, making space for a new chapter in my life,” she wrote.
Thanking her followers for their support over the years, McCall reminisced over the good times. “To me the brand embodied a lightness of spirit, the clothes were something you celebrated life in. You had fun, you felt empowered and you built memories, wearing your Alice pieces.”
The designer asked people to post and tag their favourite memories in Alice McCall to celebrate the community she built alongside the brand.
Founded in 2004, the label cemented itself among the fashion set both in Australia and overseas. From Margot Robbie and Kylie Minogue to Beyoncé, Katy Perry and Jennifer Lopez, there were many famous fans.
In 2020 the business was placed into voluntary administration, scaling back its 15 bricks-and-mortar stores to just three doors and focusing more on its ecommerce offering. Unfortunately, the measures were not enough to save the label.
Following the announcement, the brand hosted a sitewide clearance sale, offering customers a final chance to shop archival pieces. The Alice Outlet landing page indicates all stock has now sold out – a testament to the brand’s loyal following.
“Again thank you for your support over the years, but now it’s time to bow out,” McCall concluded on the post, which pictured her wearing a blue lace dress from a Vogue Australia shoot.
