Alexandre Herchcovitch: An Eclectic Designer

Fashion StudiesFashion Designers

Mr. Herchcovitch, who was born in 1971, first worked together with his mother, who instructed him in the basics of sewing and patternmaking. He claims that two key inspirations for his early works were his upbringing in an orthodox Jewish home and his infatuation with So Paulo’s alternative nightlife culture. Mr. Herchcovitch enrolled in the Santa Marcelina school of fashion in So Paulo in 1990 with the enthusiastic backing of his parents, who he claims always encouraged him to “do what he wanted” and began establishing his reputation as an experimental designer.

As of 2011, his most fabulous collection, which included nipped-waist dresses, knee-length skirts, and girly tops, was especially ladylike. It featured lamé jacquard, floral embroidery, and bow embellishments. In addition to using some vintage 1950s fabrics he found in Brazil, he also scanned them to create a nearly exact print replica of the cloth, down to the stitching seams and occasional stain.

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Professional Journey

Born and raised in the Orthodox Jewish neighborhood of the city of So Paulo, Alexandre Herchcovitch successfully completed the Fashion College at Santa Marcelina College in 1993 at the age of 22. In a little more than ten years of operation, Alexandre Herchcovitch, a brand and designer, has earned a reputation for himself in the Brazilian and international fashion industries. Herchcovitch took over Cori’s creative direction in 2002 with the goal of revitalizing the venerable company. The brand then debuted at So Paulo Fashion Week with a fresh new look. The designer assumed control of the FMU School of Fashion in Sao Paulo in 2006.

All of this is without taking into account the variety of products that have been developed in collaboration with well-known brands, including, but not limited to, shoes for Democrats, Dryzun jewelry, underwear and socks for Lupo, wallpaper for Motorola smartphones, Melissa sandals, and Tilibra notebooks. Singer Bjork noticed one of these collaborations with Hello Kitty after she appeared in the French magazine Art Actuel in 2003 while sporting a shirt bearing a portrait of Carmen Miranda.

In 2006, Alexandre Herchovich also designed the McDonald’s Brazil uniforms. Herchcovitch was employed by Zoomp and Ellus as well. In his studio, he creates special models for his jeanswear brand, which he exports to the UK and the US. Herchcovitch left Cori towards the end of 2007, then returned to Zoomp in time to show his collection at SPFW reestréia autumn/winter 2008. SENAC’s new creative director is Hercovitch. Currently, Herchcovitch creates four collections every year for its own brand. In Paris and New York, his brand parades. He owns one store in Japan and four outlets in Brazil.

His Career

Alexandre Herchcovitch, a Brazilian designer well known for his varied prints and avant-garde design approach, established his own brand in 1994. The designer gained a devoted following and rose to fame as a representative of Brazil’s rebellious youth culture thanks to his signature skull designs, use of moulded rubber, and subversive depictions of religious iconography.

Later on, the brand’s punk look transformed into more streamlined contemporary clothing, which was displayed at New York Fashion Week. He left his label in 2015, and in order to expand La Garconne’s clothes collection, he joined the Sao Paulo-based vintage shop in 2016. In May 2018, Herchcovitch was named head of style at Vulcabras Azaleia, the third-largest footwear brand in Latin America. As the designer for Olympikus, Vulcabras Azaleia’s and Brazil’s largest sportswear brand, he has a second focus in his position at the company.

At age 10, Regina Herchcovitch taught him the fundamentals of sewing at the request of her son. The young Herchcovitch soon began selling his collections to family friends after his mother started wearing the garments he produced for her to parties. While still an adolescent and attending a religious zionist Orthodox Jewish school, Herchcovitch frequented the alternative clubs that were a staple of So Paulo’s nightlife. The divergent philosophies greatly influenced the designer’s work.

His Contribution to the Fashion Industry

The 45-year-old grew up in Sao Paulo, Brazil’s largest city, and is the grandson of Polish and Romanian immigrants. In 1994, he started his own clothing line in his native Brazil. His skull print collection quickly rose to fame on a national scale and came to represent the rebellious youth culture of that nation. In addition to the skulls, his 2013 debut of “anti-cellulite trousers” was another significant contribution to the sector. Herchcovitch claimed that his “beautiful denim” could absorb heat and convert it to infrared rays, which could help fight cellulite.Herchcovitch changed during the ensuing years, moving away from his punk beginnings and toward more streamlined modern clothing, which he displayed during New York Fashion Week. The fashion designer left his own line in 2015; it now participates in Sao Paulo Fashion Week in Brazil.


It is no surprise that Alexandre Herchcovitch is counted among the best fashion designers in New York City. His marvelous creations and designs speak for themselves. We can conclude that he is a man of great personality and is setting new fashion records and has marked a historical moment in his timeline. His journey from learning to sew from his mother in an orthodox society to making his name shine among hundreds was truly commendable. All his efforts in building a career can be seen in the eyes of people who love his designs, which also remarks on the success of Diva.

Updated on 13-Oct-2022 11:19:47