So imagine the Beyhive’s delight when she actually sports something wearable and on-point – like Aussie designer Alice McCALL. The world (more fondly known as her some 88+ million Insta followers) collectively froth and a major snowball effect takes place.
Over the past three weeks alone Bey has worn up to seven designs by the iconic home-grown label, and let us tell you, they’re definitely feeling it over at their HQ – 2016 has now been their most financially successful yet.
“The day that she wore that [Senorita] dress, people on our website increased by 80%. That dress drove 25 per cent of total sales that day,” McCall herself told PEDESTRIAN.TV. “I have to be reactive with this kind of success and troubleshoot.”
“It’s driving people to our website where they buy other things as well. It’s a very powerful tool for us.”
+ this playsuit:
+ this playsuit:
+ this playsuit (where it all began):
A large majority of the time, having a celebrity wear a design over an influencer speaks different kinds of volumes (Bey joins the ranks of Kendall Jenner, Tay Swift, Katy Perry + more advocating McCALL). There are no shameless plugs, no fees exchanged, no getting lost in a plethora of other tagged brands. It’s more genuine – the celeb has legit decided to wear this over the thousands of other items sent to them on the daily. Again, clarifying – this is the case most of the time.
It was actually Beyonce’s stylist, Zerina Akers, who reached out to McCall via Instagram rather than the other way around. That’s pretty darn epic – of all the DMs in all of the Instas in all of the social media, she had to slide into McCalls’s. McCall jumped on that (obvi), and made damn sure that out-of-the-blue conversation turned into the biggest friggin’ celeb on the planet wearing her goods.
She custom-made pieces for Bey that were most suited to her body shape on the off chance she might wear them, explaining that “a lot of energy” goes into “high level celebrity placement“. But the return? It be huge.
Also, fun fact: 16+ years ago McCALL worked as Destiny’s Child stylist. She met Bey and they ate jerk chicken together. Um, adorb.
Ain’t it funny how life comes full circle sometimes and lands RIGHT IN DAT MONEY MAKER?
Photos: Instagram / @alicemccallptyltd.