As other designers reconsider the role that runway plays in their businesses, Alice McCall is just getting started at New York Fashion Week.
For her debut runway show, which took place Saturday morning, the Australia-based designer said she embraced the exact elements of the production that others find to be distracting. That included planning the music; choosing the hair and makeup, and coordinating accessories; overseeing model castings and even designing punchier products that make for a splash on the runway. It all had to come together fairly quickly, too, as it was only in December when McCall decided to show in New York.
“My focus for the brand right now is international growth, so New York is a great place to showcase product,” said McCall. “And I recently made a mindful decision to elevate the brand and make it more premium, which is something that makes sense for the runway. It’s part of an overall trajectory, and with our current creative vision and business strategy, the brand’s never been stronger.”
While McCall, who was a stylist for 10 years before launching her brand 16 years ago, embraced the production side of the runway, she also hoped to capitalize off the momentum a fashion week show brings. The collection seen on the runway was available for pre-order online, which McCall hoped would also drive sales for the collection currently on sale at the same time.
For the latest episode of the Glossy Podcast’s NYFW series, she shared what she believes to be the benefits of a traditionally formatted runway show, which includes a “spicier” collection, specially designed shoes and bags, and the runway’s lasting halo effect.