Almost 7 years ago, in February 2016, the designer Alexandre Herchcovitch announced in a short statement that he was leaving the brand that bore his name and which he had created in 1993. The announcement did not explain the reasons for the decision. This Tuesday (29th) the way back was announced. With a show scheduled for December 8, the designer returns to the creative direction of the brand herchcovitch;alexandre, wholly acquired by InBrands in 2013.
InBrands is ahead of Ellus, which celebrated 50 years of existence with a fashion show at the latest SPFW, Richards, Salinas, among other brands. In 2008, the group had purchased 70% of the designer’s company, completing 100% in 2013. The sale, according to subsequent interviews with the designer, was to grow the brand, but it didn’t happen that way. One of the reasons for the abandonment could have been that or the fact that the group wanted Herchcovitch to devote himself exclusively to the brand, having to abandon the parallel work. The condition, which he revealed in a recent interview with Folha de SĂŁo Paulo, has not been accepted.
Despite leaving his label, he didn’t step away from the runways for long. In April 2016 she returned to the catwalks creating clothes for the brand Ă€ La Garçonne, owned by her husband Fabio Souza, a shop with an upcycling concept, which also includes decorative objects, among others.
Indeed, in a recent exclusive interview with “Elas no Carpete Vermelho”, on the reality show “Unstitching with Herchcovitch”, which will debut in 2023 on Canal E! Entertainment, he revealed his concern for clothing reuse and sustainable disposal. “Before there was no concern about sustainability, it wasn’t in my daily life, but today it is. For several reasons, this topic is important. Firstly, for economic reasons, used clothing can be cheaper than new , not even for that it is of worse quality. Secondly, because we have the responsibility for the garbage we produce. Brazil throws a lot of clothes in the garbage. Because it is a big country, it produces too much. That’s why there is a lot of leftover fabric and prĂŞt-Ă -porter,” said the designer, whose focus of the program is the reuse of clothes.
The first fashion show of the eponymous brand took place in 1992, as a graduation ceremony at the Faculdade de Moda Santa Marcelina. Officially, the brand was launched in 1993. Herchcovitch was one of those responsible for bringing vinyl and latex dresses to the catwalk, covering the faces of models, working jeans in an unconventional way, having the skull as a symbol, betting on fetish looks , brought by the fervor of the SĂŁo Paulo nights of the 90s, paintings used in a non-traditional way, among other novelties that still fill the national and international fashion shows.
May Herchcovitch’s return to her own brand, after seven months of talks, brings a fresh and innovative air to Brazilian fashion, which the designer has always known how to imprint on her creations. Welcome back, Herchcovitch.
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Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
