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Alice McCall Launches Second SHEIN X Collection
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, launching more than 41,000 original creations to global audiences. In September 2023 , SHEIN announced that an additional US$50 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 till 2028.
The style icon first partnered with SHEIN in 2023, releasing a limited-edition capsule collection. "My first collection with SHEIN was sold throughout the ANZ region and the United States , and it is wonderful to once again avail my designs to a global audience," said McCall.
Elaborating on her inspiration for the collection that features intricate detailing and vibrant pieces, McCall shared: "Dopamine dressing - a movement that derives joy from the clothes we wear - was a huge motivation for me. 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 .
SHEIN X Alice McCall will be produced using SHEIN's unique on-demand production model, where new products are launched in ultra small initial batches, product performance is evaluated in real-time, and only products in demand are restocked. This minimises waste at its source and translates to cost savings for customers. In a nod to SHEIN's commitment to making the beauty of fashion accessible to all, McCall reiterated: "Accessibility is very important to me, and I've always been about inclusivity."
"This expanded collection is a bold showcase of how the eponymous McCall brand is kept fresh and relevant for new generations," said a SHEIN spokesperson. "We are delighted to once again collaborate with such an iconic Australian fashion visionary."
The SHEIN X Alice McCall collection is available from August 5 with prices ranging from US$6.19 to US$45.59 . https://us.shein.com/campaigns/sheinxalicemccall1
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