Australian fashion designer Alice McCall has launched a second range with global platform Shein, under its designer program Shein X.
The new collection will roll out globally from August 5 and features 65 pieces, including a range of dresses and two-piece sets with varying skirt lengths and a range of fabrics including lace, knits and denims.
Alice McCall first partnered with Shein in 2023, releasing a limited-edition capsule collection. She was also recently chosen as a judge for the fashion platform’s Australian-focused designer competition.
McCall said her first collection was sold throughout Australia and New Zealand, as well as the United States.
“It is wonderful to once again avail my designs to a global audience,” she said.
Since launching in January 2021, Shein X has grown from only seven to more than 4,600 brands, designers, artists and creatives, from over 20 countries, releasing more than 41,000 original creations to global audiences.
In September 2023, the fashion platform announced that an additional US$50 million (A$76.71 million) will be committed towards the Shein X program over five years. This additional funding will bring the company’s total investment into the program to US$105 million, stretching until 2028.
McCall added that her key inspiration for for the new collection was dopamine dressing.
“I am of the belief that the right outfit can uplift one’s mood, and this collection was designed intentionally to convey the whole notion of look good, feel good.”
According to Shein, the new collection will be produced using the platform’s on-demand production model, where new products are launched in ultra-small initial batches, and only restocked if demand is seen. The global platform works with over 5,000 third-party supplier partners to manufacture its products.
Shein sources products primarily from China, but also from the United States, Australia, Turkey, Brazil and other countries, according its latest modern slavery statement.
“This expanded collection is a bold showcase of how the eponymous McCall brand is kept fresh and relevant for new generations,” a Shein spokesperson said. "We are delighted to once again collaborate with such an iconic Australian fashion visionary.”
The collection’s prices range from $9.95 to $55.95.