Welcome to Folklore, the latest collection from Australian fashion designer Alice McCall.
Free-spirited, whimsical and joyous, this collection is here to inspire you to dance away the summer days and nights.
The designer shares how the collection was inspired by storytelling and tales from old. How the whimsy and creativity in stories passed down helped bring this youthful collection to life.
"Our collections, often based on folklore and tales from decades past. For Spring Summer ’20, we embrace a sense of nostalgia and take it back to where and why Alice McCall started – the joy in creating.
"Folklore is exquisitely feminine as we dance the day away in tiers of lace and tulle. A soft palette of pastel shades is contrasted with accents of bold colour. Contrasts are in play within textures too, from signature lace that falls so effortlessly, to embroidery on denim, to softer-than-ever knitwear."
Starring in this new campaign is folk singer, actress and model Melanie Jarnson. Her earthy vibrance bring this collection to life.
"Melanie Jarnson became muse to our collection, as Alice saw her as an ever-creative soul with a strong international appeal (being half Thai and half Australian). An up and coming actress, songwriter and model; she felt aligned with all that Melanie stands for. "
Founder and creative director, Alice McCall reveals that Melanie's energy was everything. She's a dreamer and a creative force.
“Melanie was a great synergy for this season’s collection Folklore because she embodies the bohemian, arty and cool aesthetic that the brand and this collection is about. Particularly when shooting multi-faceted content, Melanie was a dream. Being an actress, Melanie was so easy to direct and shoot. She really brought an element of character and narrative to the campaign.”
Step into summer. Folklore is available now on the Alice McCall website and in selected boutiques.