Byline: Jessica Kerwin

Just because you haven’t heard much about Alexandre Herchcovitch — and just because he’s only 28 years old — doesn’t mean that Herchcovitch is a new designer. A heady and humorous mix of stiff schoolgirl looks and spacy concoctions created with giant paillettes, molded Amazonian rubber, and fabric that changes color under certain lights marked Herchcovitch’s 13th collection, shown in Sao Paulo last week where the unlucky number proved to be anything but. The fashion crowd went wild for Alexandre’s new look, again.
“People think that I’m new,” he said. “I have two stores in Sao Paulo and sell to 70 stores in Brazil. People think fashion here is about bikinis, but I have customers.”
Those customers — and the Brazilian press — have been hard won. “Some understood and supported me, some loved me and some hated me,” he said. “Now everybody is admiring.” Success doesn’t mean that Herchcovitch is moving on, however. He has shown in London during fashion week for the past three seasons and will take his spring collection to Paris this year instead. But “I don’t have any plans to leave Brazil,” he said. “Fashion here is quite new, not in terms of sales, but culturally. Now it’s becoming part of the culture. Fashion has been in the press almost daily here for the past five years, and my dream is that in 10 or 12 years when a family sits down to the dinner table to discuss soccer and politics and TV that they talk about fashion.” And if the talk is of fashion in Brazil, they’re talking about Alexandre Herchcovitch.

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