17 Brands Like Alice McCall for Playful, Feminine Fashion
You found the perfect dress online, added it to your cart, and then saw those two devastating words: sold out. If you live for Alice McCall's playful femininity — the flirty cuts, bold prints, and party-ready details — you already know how hard that hits. Her collections sell fast because nobody else does fun and feminine quite like her.
Good news: plenty of other brands channel that same energy. Whether you want romantic lace, statement ruffles, or dresses that demand attention the moment you walk in, these 14 labels deliver the goods.
For Love & Lemons
LA-based For Love & Lemons is built on romantic lace, sheer fabrics, and vintage-inspired florals with a flirtatious edge. Every piece feels like it was designed for a garden party where things get interesting after sunset. The bohemian details and delicate construction give off dreamy, free-spirited energy without ever looking precious.
Prices sit between $150 and $600, making it a solid match if you love Alice McCall's femininity but lean more boho. The brand leans into skin-baring silhouettes and wispy fabrics that feel effortlessly romantic.
Best for: Boho romantics who want lace-heavy, festival-ready pieces with vintage charm.
Self-Portrait
Self-Portrait has mastered the art of making lace feel modern. This London label creates intricately cut dresses and contemporary silhouettes that work for weddings, galas, and anywhere you want to look polished without playing it safe. The construction is sharp, the details are delicate, and the result always feels occasion-ready.
Expect to spend between $300 and $900. Where Alice McCall brings ruffles and party energy, Self-Portrait delivers a more refined take on feminine eventwear with precise tailoring meeting ornate detail.
Best for: Event dressers who want structured lace and contemporary elegance for special occasions.
Reformation
Reformation proves that eco-friendly fashion can still turn heads. The brand creates flirty mini dresses, chic two-piece sets, and flattering tops using sustainable materials. Less embellished than Alice McCall, Reformation focuses on killer silhouettes that feel cool and timeless rather than fussy.
With prices from $80 to $300, this is your sustainable swap for everyday playful pieces. If Alice McCall is your go-to for Saturday night, Reformation is the brand that handles Sunday brunch — and every day in between — while being kinder to the planet.
Best for: Eco-conscious shoppers who want flattering, trend-forward dresses at accessible prices.
Ganni
Danish cult favourite Ganni brings Copenhagen cool to playful femininity. Bold prints, quirky details, and easy-to-wear shapes blend retro influences with modern Scandinavian style. From puffy-sleeved blouses to floral midi dresses, the pieces are designed to be fun and genuinely versatile.
Ganni shares Alice McCall's love for a good statement piece but wraps it in a more casual, street-style package. Priced from $150 to $700, it suits the woman who wants fashion that feels playful without being overdone.
Best for: Scandi-style fans who want bold prints with effortless, off-duty energy.
Zimmermann
Fellow Australian powerhouse Zimmermann is synonymous with dreamy, ultra-feminine fashion. Stunning floral dresses, ruffled swimwear, and intricately embroidered pieces that feel like wearable art — this brand has been setting the standard for romantic Australian design for decades.
It is a luxury investment at $400 to $1,500, but the craftsmanship is extraordinary. If you reach for Alice McCall for wedding guest dresses and holiday looks, Zimmermann takes that romance and dials the opulence up to full volume.
Best for: Luxury seekers who want breathtaking floral prints and resort-ready romance.
Staud
Staud balances retro charm with modern, clean-lined design. While the cult-favourite bags put them on the map, the ready-to-wear collection holds its own with sculptural shapes, unexpected colour combinations, and bold prints that photograph beautifully.
More architectural and grounded than Alice McCall's frothy femininity, Staud delivers playful looks that feel considered and intentional. Most pieces land between $100 and $400, making it a smart pick for adding personality to your wardrobe without breaking the budget.
Best for: Modern dressers who want retro-inspired colour and sculptural shapes at mid-range prices.
LoveShackFancy
LoveShackFancy is unapologetically romantic. Tiered skirts, pastel ruffles, vintage-inspired florals, and delicate lace create pieces that look like they belong in a countryside fairy tale. If you have ever described your ideal aesthetic as "cottagecore but make it fashion," this brand was made for you.
Where Alice McCall is playful and party-ready, LoveShackFancy leans fully into soft, dreamy romance. Pieces range from $200 to $700 and feel like wearing your favourite daydream.
Best for: Hopeless romantics who want ruffled, pastel-drenched cottagecore with designer polish.
Stella McCartney
Stella McCartney brings eco-conscious luxury to playful femininity. Sharp tailoring meets fun prints and lighthearted details across collections that prove sustainable fashion and high style are not mutually exclusive. The craftsmanship is meticulous, and every piece carries that signature confidence.
This is the higher end of the spectrum at $400 to $2,000+, but the investment reflects the quality and ethos behind the brand. A polished, refined alternative for those who love Alice McCall's feminine spirit but prefer a sleeker silhouette.
Best for: Luxury shoppers who want sustainable, sharp-tailored femininity with a playful twist.
Sandy Liang
New York designer Sandy Liang adds a cool downtown edge to playful dressing. Bows, ruffles, and nostalgic prints get paired with utilitarian fleece and unexpected silhouettes — sweet with a bit of bite. The result is youthful, clever, and totally different from anything else on your radar.
Like Alice McCall, Sandy Liang designs for someone who loves experimenting. Priced from $150 to $600, the brand is your go-to for adding a cool-girl twist to feminine staples.
Best for: Downtown experimenters who want nostalgic femininity with an edgy, youthful twist.
Ulla Johnson
Ulla Johnson captures wanderlust in fabric. Intricate embroidery, romantic ruffles, and beautiful natural textiles create globally inspired pieces that feel artisanal and deeply luxurious. Every garment tells a story of craftsmanship and travel.
While Alice McCall is party-ready, Ulla Johnson's pieces ($400 to $1,500) carry a softer, more relaxed energy suited to stylish getaways and sun-soaked afternoons. For those who value artistry in their wardrobe, this brand delivers it beautifully.
Best for: Boho travellers who want artisan-crafted pieces with embroidered, globally inspired detail.
Mara Hoffman
Mara Hoffman celebrates colour, form, and sustainability in equal measure. Custom prints, sculptural details, and vibrant patterns define a collection of dresses, swimwear, and separates that feel confident and joyful. These are pieces that make a statement without saying a word.
Like Alice McCall, Mara Hoffman is never afraid to go bold — but through a more artistic, resort-focused lens. Priced from $150 to $600, the brand is a standout pick for vacation wardrobes that are both stylish and responsibly made.
Best for: Resort-wear lovers who want vibrant, sustainable pieces with bold custom prints.
Aje
Australian label Aje toughens up femininity with bold silhouettes, statement sleeves, and clever hardware details. The aesthetic is artfully undone — raw beauty meets polished design in dresses and separates that feel contemporary and cool.
Priced from $200 to $900, Aje shares Alice McCall's playful spirit but adds a modern, downtown edge. If you want romantic shapes with architectural flair, this brand bridges that gap perfectly.
Best for: Australian fashion fans who want feminine silhouettes toughened up with architectural edge.
Camilla and Marc
Camilla and Marc champions sophisticated, modern femininity. This Australian sibling duo creates luxurious pieces with an emphasis on tailored fits and clean lines, even across their most romantic dresses. The balance between classic elegance and contemporary cool is consistently on point.
More minimalist and polished than Alice McCall, with a shared focus on impeccable fit and high-quality construction. Pieces range from $300 to $1,200 and suit anyone after feminine shapes with a sleeker, more powerful feel.
Best for: Polished dressers who want refined Australian tailoring with modern, clean-lined sophistication.
Johanna Ortiz
Colombian designer Johanna Ortiz creates fashion that bursts with life, colour, and drama. Exuberant prints, cascading ruffles, and sculptural silhouettes define a collection that feels festive and wildly elegant at the same time. Her dresses are genuine showstoppers built for confidence.
On the luxe side at $400 to $1,500, Johanna Ortiz echoes Alice McCall's love for making a statement — but brings distinct Latin American warmth and flair that turns playful femininity into high-voltage glamour. Perfect for your next gala or lavish holiday.
Best for: Statement dressers who want vibrant, tropical luxury with dramatic ruffled silhouettes.
Beyond Alice McCall
The strongest wardrobe mixes moods. Pair Zimmermann's romantic bohemian pieces with Aje's architectural edge. Mix Self-Portrait's lace for parties with Reformation's sustainable everyday staples. The brands worth keeping are the ones that make you feel like the best version of yourself every time you get dressed.
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Written by
Spencer Lanoue
