Biography
Best known for his avant-garde design aesthetic and eclectic prints, Brazilian designer Alexandre Herchcovitch launched his eponymous label in 1994. His trademark skull motifs, use of moulded rubber and subversive portrayals of religious iconography garnered the designer a loyal fan base and became a symbol of Brazil's rebel youth culture. In the brand's later years, its punk aesthetic evolved into more streamlined contemporary wear, which showed at New York Fashion Week. In 2015, Herchcovitch stepped away from his label and, in 2016, joined Sao Paulo-based vintage store À La Garconne to develop its clothing line.
In May 2018, Herchcovitch was appointed head of style at Brazilian group Vulcabras Azaleia, the third largest footwear company in Latin America. His role at Vulcabras Azaleia has an additional focus as designer for Olympikus — owned by Vulcabras Azaleia and Brazil's largest sportswear brand.
Herchcovitch’s mother Regina gave him basic sewing lessons at the age of 10, at her son’s request. Soon his mother started to wear the clothes he made for her to parties, which led the young Herchcovitch to sell his collections to friends of his family. In his teen years, Herchcovitch attended the alternative clubs that formed part of São Paulo’s nightlife whilst studying at a religious zionist Orthodox Jewish school. The conflicting ideologies had a strong influence on the designer’s work.