For those who missed it: three weeks ago, Beyonce wore Alice McCall's Senorita dress to a taping of Saturday Night Live, where her sister Solange was performing. She posted several shots of herself in the dress on Instagram, without tagging or mention of the designer. But that didn’t stop the Beyhive from working it out for themselves.

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A video posted by Beyoncé (@beyonce) on

The Australian designer’s team shared a photo of Bey in the dress on the brand’s Instagram soon after. Within a week, the Senorita dress sold out both online and in stores. During that same time, the webstore experienced an 80 per cent increase in traffic.

But it wasn’t completely serendipitous – McCall is a businesswoman after all. In the last month, Beyonce has been spotted numerous times in Alice McCall pieces. So how did it happen?

“Her stylist actually reached out through Instagram message, telling us she loved our romper. I jumped on it,” McCall tells Broadsheet. “I messaged back and didn’t get a response for a while, so sent through another and then emailed.”

It worked. McCall ended up making a dozen garments custom fit for Beyonce to send over. The singer has worn five separate garments in the four weeks following.

McCall actually first met and styled Beyonce 20 years ago, back in the days of Destiny’s Child. “We were in Hackney with her mother, who was still her main stylist at the time,” she says. “I had pulled all these amazing clothes from Dolce and Gabbana, Preen, and then at lunch time, Beyonce wanted jerk chicken. So we were all sitting on the ground eating chicken from polystyrene containers.”

McCall then launched her label in 2004 and built a following for her party dresses and playsuits with floaty, ruffled silhouettes and bold and intricate embroidery.

It’s a story that’s oddly come full circle. McCall is off to LA next week with a suitcase full of new clothes to meet with Beyonce’s stylist in person. “I’m excited about this growth,” she says. “We’ve got a really strong team and developed a cohesive recognisable brand aesthetic in the last few years. All I can say is: watch this space.”