Alexandre Herchcovitch Store - Tokyo |
Tuesday, 25 March 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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