General Pants welcomes little sister

NATIONAL: Australian designer Alice McCall has capitalised on her womenswear collaboration with Target.
After releasing the limited-edition range early last year, McCall said she was inspired to work on a permanent diffusion line for a major Australian retailer. Twelve months on and McCall has just launched her "little sister" brand in General Pants stores nationwide.

"The right collaborations can elevate your brand's name and bring awareness to a wider market," she said. "Choosing the right [retailer] is important in driving the direction of awareness."

Dubbed Gracie by Alice McCall, the brand is manufactured in China and priced from $69.95 to $179.95. While the launch collection has McCall's signature handwriting, the designer denied suggestions it would compete with her eponymous label.

"Alice McCall and Gracie do not compete but complement each other," she said. "It gives me clarity as a designer to have the differentiation, furthering our appeal in the marketplace. I now have an outlet for all things fun and quirky while also being able to focus on a more grown up development to the look and finish of the Alice McCall main line."

The debut spring/summer collection draws on McCall's quirky aesthetic with detailing such as buttons, bows, ribbons and pockets in bright, electric hues. Bubble skirts, floaty dresses, oversized logo tees and shorts hooked with braces are some of the key highlights.  

"Shapes are tailored or loose and carefree," McCall said. "Sweet smock dresses are perfect for layering while Ikat geometric prints and contrast piping work to complete this cheeky look."

Dropped into General Pants stores on a monthly basis, McCall said the Gracie line was a long-term proposition and that no further plans were underway for an additional diffusion brand.

"Not right now. We decided to launch through General Pants, they are a very successful chain and have been very supportive of our brand."

By Assia Benmedhdoub