Alexandre Herchcovitch, the famous Brazilian fashion designer was born in Sao Paulo, Brazil on 21 July 1971. He had his first contact with fashion through his mother, Regina, at the age of ten, when she gave him basic lessons of modelling and sewing at Herchcovitch’s request. Regina started to wear the clothes he made in parties, which led him to sell his collections to friends. In his teen years, Alexandre used to go to the alternative clubs of Sao Paulo night life, but at the same time he studied at a Religious Zionist Orthodox Jewish school, a conflict that had a strong influence over his work afterwards. Alexandre Herchcovitch is a designer who is able to transform classic into modern, simple into glamourous, easy into complex. His designs have been sent down the runways of New York, Paris, London and Sao Paulo Fashion Weeks. Best known for avant-garde designs and eclectic prints, his trademark skulls became an icon of Brazilian youth in the nineties. 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. In 1998, he created a designer jeans line and began exporting to London and New York. After a brief transition through the English fashion calendar, he finally arrives in Paris, where he shows his collections as the only Brazilian designer member of the Fashion Trade Union Association. Invited by the management of 7th on Sixth (New York fashion week), Herchcovitch starts to release his men and woman collection in the city as of summer 2005. He is best known for eclectic prints and ultramodern designs. During the nineties, skulls, his trademark became a symbol of Brazilian youth. Agyness Deyn, Leigh Lezark, Geordon Nicol
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