Revealing : Alexandre Herchcovitch

As fashion Rio has gone and São Paulo Fashion Week is about to start I’ll show you a profile of a Brazilian designer you might already know.

Alexandre Herchcovitch presents his principal collection, “Alexandre Herchcovitch” in São Paulo Fashion week and New York Fashion Week, his masculine line in São Paulo and his second brand “Herchcovitch” in Fashion Rio.

Born in São Paulo on July 71,  1971, this enfant terrible was raised in a Jewish community ( his grandparents emigrated from Poland an Romania ) and is part of the first generation of  Brazilian designers truly  graduated  as a fashion designer .

His mother owned  a small production of underwear.And with her help he learned to work the crafts of sewing, working with scissors, needle and thread.He began to sew his own clothes with 7 years old.

In 1993, by the age of  22, Herchcovitch completed the Fashion school  Faculdade Santa Marcelina and succeeded in his graduation show.
Attracted by the underground, Alexandre has been  collecting skulls, of every type and size, since he was a kid. Immersed in the night life, thanks to the stylist David Pollak Herchcovitch was definitely a part of the scene in São Paulo.

During that time, he became friend with a very famous drag queen Marcia Pantera, for whom he  designed special garments. By that age he also met the fashion jounalist Erika Palomino, now a close friend,  his muse, Geanine  Marques , the beauty artist Celso Kamura and Paulo  Borges, the man behind SPFW and Fashion Rio.

In 1994 he would present his first collection in an official calendar, “Phytoervas Fashion”.
In the first edition ,  established  fashion designers mingle with designers still unknown. All shows went through evaluations of a jury that chose a designer to attend the event for three consecutive editions. 
 A couple of months later he opened his first store.

In 1996 with the creation of “Morumbi Fashion” ( that would be transformed in SPFW), a more mature event, Alexandre presented his collection for 2,5 thousand people.

By the end of the 90’s , Alexandre launched his international career, presenting a collection in a non official calendar, at the Brazilian Embassy in London. A year later, invited by the Chambre Syndicale du Prêt-à-Porter, he exchanged London for Paris, and was highly praised by the fashion journalist Suzy Menkes. Nowadays he presents his principal collection during NY Fashion Week.

With numerous collaborations with various brands (as Sanrio and McDonald’s) , alexandre makes the design ofproducts diferents segments, the tennis cigarette lighters, mattresses for the glasses.And it is one of the best known Brazilian designers inside and outside Brazil.



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