Who created it? Australian-born Alice McCall got her start in the fashion world as a stylist in London, working for publications such as Dazed & Confused and for networks such as MTV London. While working with celebrities including Natalie Imbruglia, Debbie Harry, Marianne Faithfull and Kelis, she began dabbling in fashion design by creating custom pieces for them. Her designs began to attract the attention of retailers and were snapped up by boutiques such as Euphoria, Wink and Pineal Eye in London, and appeared on the likes of Kate Moss.
After stints at British brand Buddhist Punk and Australia's sass & bide, she launched the eponymous label in 2004 in Sydney. Since then, both Target and Topshop have commissioned her to create lines for their stores. Earlier this month, she debuted at New York Fashion Week.
Why we love it: McCall creates clothes that are funky yet feminine - and inspiration comes from all directions. The sexy cuts are body-conscious without being uncomfortable and she often juxtaposes pretty prints with rock 'n' roll elements such as exposed zippers.
This season, the collection relies on an 1980s palette of black and white with pops of cobalt blue as well as softer shades such as pink and grey. She has also incorporated embellishments such as beading, for a slightly ethnic touch.
What we'd pick: for something pretty and easy to wear, we'd opt for the pink and grey printed mini-dress in a slinky silk jersey (far left; HK$3,060). Or slip on the pale pink hooded tunic dress (left; HK$2,440), with beading on the sleeves and down the front.
Where can you get it? Alice McCall is available from Initial, G/F, Style House, The Park Lane, Causeway Bay, tel: 2882 9044.