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Inspired by his mother's unique sense of style Alexandre Herchcovitch found his calling for design at the early age of ten. After learning the basics of patterns and sewing Herchcovitch was a natural and began creating clothing for his mother and himself. He eventually enrolled in Santa Marcelina School of Fashion in 1990 being amongst the first generation of Brazilians to formally study fashion design in Brazil.
Influenced by both his orthodox Jewish upbringing and the alternative night circuits of his adolescence, Herchcovitch sought to question fashion's status quo. His initial following consisted of members from San Paulo's underground scene and his signature skull logo T shirts and showpieces were popular among transvestites.
However, as he matured, so did the sophistication and depth of his designs he departed from established trends and based his designs in research and innovative patterning and technology. His first complete collection was realized in 1994 during the Phytoervas Fashion show and his brand grew quickly thereafter.
With the launch of his Jeanswear collection in 1998 and his emergence into the London and New York markets, Herchcovitch expanded the scope of his brand while maintaining its avant garde spirit. His international exposure garnered him the attention from the international fashion industries which led to invitations to show during London, Paris and New York Fashion Week.
He now produces four collections per season: Herchcovitch; Alexandre pret a porter for both men and women and Herchcovitch; Jeans jeanswear for both men and women.
Herchcovitch has had a myriad of successes: In 2006, he became the artistic director for the bachelor program at Senac Fashion Design University Center and in March 2007, he opened his first store abroad in Tokyo, Japan. In July 2007, the designer lent his talent as creative director to the traditional womenswear brand, Cori, designed for Melissa sandals, bed and bath collections for Zelo, and recently has been named creative director for swimwear label Rosa Chá.
With selling points throughout Brazil and major world cultural centers, Alexandre Herchcovitch states Whenever anyone is wearing one of my designs, this person is transmitting information about the way he or she sees the world I'm more concerned with establishing a dialogue between my universe and that of my clients. "Alexandre Herchcovitch has made an undeniable mark on the fashion industry at large.
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Last Updated: 4/5/2011
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