Collection features designer’s iconic feminine style infused with rescued textiles for a lower environmental impact
SHEIN, a global online fashion and lifestyle retailer, has announced a collaboration with leading Australian designer, Alice McCall.
SHEIN x Alice McCall is a capsule collection of over 30 pieces that convey the renowned designer’s beloved signature style, with pieces for every occasion. Pop pastels, floral prints evocative of an English garden, a nod to 70s Italian lingerie, art nouveau inspired lurex jacquard pieces, sequined mini dresses, toile de jour prints and Marie Antionette-inspired ruffled off the shoulder mini dresses all feature in this fun and feminine collection.
The collection showcases limited-edition styles made with rescued textiles, creatively repurposing excess fabrics into new designs instead of letting them go to waste in landfills. Through a partnership with Queen of Raw, SHEIN is utilizing Queen of Raw’s proprietary software, Materia MX, to source high-quality existing materials from brands and retailers looking to responsibly clear out their excess fabric inventory, ultimately reducing the environmental footprint of the products.
“I have always resonated with the idea that my designs can become attainable to a wider audience, so when the opportunity to partner with SHEIN presented itself, it felt like I was able to turn this vision into reality,” said Alice.
“A highlight for me was that, for the first time in my two decades as a designer, I have been able to work with rescued fabrics and have also used recycled polyester in this collection,” continued Alice. “The styles feel fresh, elevated, easy to wear and obviously Alice.”
The collection leverages SHEIN’s industry-leading on-demand business model to enable small-batch production based on real-time customer feedback, scaling production only when the market indicates a strong interest in an item. This approach helps to reduce excess inventory waste and unlock cost savings that are passed along to customers.
“We are always identifying ways to bring customers more of what they love,” said SHEIN’s spokesperson Alice McCall’s flirty, feminine collection, coupled with her use of preferred materials, such as rescued fabric, will hit the mark for many customers around the world.” The SHEIN x Alice McCall collection launched November 16 in Australia, New Zealand and the U.S. Prices range from US$12.49 for a bralette to US$68.99 for a dress and are available at https://us.shein.com/campaigns/sheinxalicemccall.
