By Jenna Clarke
Australian fashion designer Alice McCall is branching out and wants to go to the Oscars.
While the Sydney-based designer isn't considering jumping from the catwalk to the silver screen, she hopes her new evening wear dresses will one day make it down the red carpet.
Star power ... Beyonce wearing Alice McCall.Credit: Instagram/@beyonce
"We've always been known for party dresses but taking it up a notch just seems like a natural progression and there's an audience for it," she told The Sun-Herald on the eve of her 10th Fashion Week Australia show on Monday.
Her new range will boast dresses starting from $650 and an ostrich feather jacket for about $2000 - a piece which has already been called in by Vogue Australia to be the centrepiece for a potential cover shoot.
Australian Fashion designer Alice McCall will stage the first show on Monday at Australian Fashion Week.Credit: James Brickwood
It may only be May but McCall, who launched her brand 15 years ago, has already had one of the best years of her career.
After recruiting a new general manager, former Harrods menswear buyer and The Iconic's menswear general manager Robert Moore, on the advice of Richard Branson's consultant, she is now set to open five new stores around the country.
That's on top of her continual push into overseas markets like China, through franchise deals, the United States and the United Kingdom, where she is already stocked in high-end department store Liberty.
Not that the queen of playsuits – renowned for her frilly, fun ensembles – needs an introduction abroad. She's already a favourite in the courts of the Queen of Pop, Kylie Minogue, and Queen Bey AKA Beyonce.
Minogue recently wore an Alice McCall creation to accept her Britain-Australia Society Award for her role as a cultural ambassador. It will be a dress that will go down in history given she was bestowed the honour by Prince Philip on one of his last official assignments before retiring from public life.
Last year Beyonce wore five Alice McCall outfits over a period of two weeks. Three hundred recuts of the designs worn by the singer then sold out in less than three weeks.
"It's the top of the top, the creme de la creme in terms of who we want to dress. She became an ambassador of the brand off of her own will, she got the product and she loved it," McCall said.
However she is looking forward to showing what's next to buyers, both visiting and local, at her Resort 2017 show. Something Moore is anticipating too.
"A show at Fashion Week is not just about the short-term sales growth, it's about putting our best foot forward in a party atmosphere that shows off the brand's unique fun and creative essence. It's about elevating the perception of Alice McCall in the Australian market," Moore said.
Alice McCall will stage Bon Bon, her Resort 2017-18 collection at Carriageworks as a part of Mercedes-Benz Fashion Week Australia at 10am Monday.