Stores

March 25 2008




Alexandre Herchcovitch has come a long way since his humble beginnings of making his mother's party clothes. Having launched his first collection in 1994, things have only gotten bigger for the Brazilian-born designer.

Trained at the Catholic institution Santa Marcelina College of Arts in Sao Paulo, his designs have been sent down the runways of New York, Paris and London. Best known for avant-garde designs and eclectic prints, his trademark skulls became an icon of Brazilian youth in the nineties.

2007 was a memorable year for Herchcovitch. It was a year of branching out, particularly with his redesign of the uniform for McDonald's employees in Brazil, and the opening of his first store abroad. In this daring project, Herchcovitch chose Tokyo where a good part of his collections are purchased and where he has become somewhat of a fashion guru.

The 1,076sq ft store, which sits in the hip Daikanyama district carries his men's, women's and denim collections and is operated in partnership with Japanese fashion distributor and retailer H.P. France.

Changing the way the world thinks about Brazilian fashion, coupled with his new Japanese store and concessions in New York, Herchcovitch is fast becoming a big and serious name in the fashion world. By Brendan McKnight.

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