Confection links

We are our memories. We are our history. The essence printed in our DNA is what will mark life choices or simply communicate ideas and awaken the creative. Our identity lives there.

Before he had the prestige to become one of the most relevant names of the universe of the Brazilian fashion, Alexandre Herchcovitch was contemplated with familiar bases whose support and influence were the first steps towards the success. The stylist could not point the details of the childhood behind him, nor he foresaw a trajectory of successes in the fashionista field, but he remembers well to see his mother at the sewing machine and question her about all the processes of the confection. It was immediate: he began his career and make clothes. He knew it was exactly what he wanted to work with. Then the support came from his father, who presented him with his first sewing machine.

Avid for learning, he set up his atelier inside his own house. The family incentive and that time will hardly be forgotten, in the same proportion that contributed to make Alexander the icon that he is today. Not for nothing that one of the biggest national sports brands decided to join to the stylist. Herchcovith, at age of 47, is now head of style, a position created especially for his role at Vulcabras Azaleia. Initially, his function is focused on Olympikus. He was a partner of the brand in 2003, in the development of uniforms for Brazilian athletes at the Pan American Games and, in 2004, at the Olympic Games. However, the stylist was also ahead of brands that were not his brands. The first task of the stylist is to expand the clothing division of Olympikus. After all, it has barely arrived and has already worked on developing a mini-collection with running concept, which can be checked in the next advertising campaign that will be launched soon. Below, you check the exclusive interview with Alexandre Herchcovitch, who shares a little of the universe of his professional and personal life.


How are the models you sign for the new collection of Azaleia?

ALEXANDRE HERCHCOVITCH: There are four models that were already in progress in the collection and that I chose to customize, to put colors, prints and a new signature that I created myself.

Even with some advances, we know that we have still obstacles ahead, as parents that seek to segment the behavior of the men children, trying to prevent them from going in the way of the fashion, for example. How is your look about that?

ALEXANDRE HERCHCOVITCH: I think that it’s independent if it’s a boy who wants to go through the fashion world or if it’s a girl who wants to be a dentist and the father doesn’t want. In fact, there are many cases of behavioral segmentation. I think parents should let their children follow their vocations and be happy. It’s no use for parents to choose what their children are going to do.

Do you think the consequence of an attitude like that is a failed professional?

ALEXANDRE HERCHCOVITCH: Perhaps not necessarily failed, because the person may don’t like what he/she does, but still do that very well. But he/she will probably be frustrated, that’s right.

And how was your personal history?

ALEXANDRE HERCHCOVITCH: I have always been encouraged in my professional choice and in all the others, and I have always been respected.

When and how did this choice arise?

ALEXANDRE HERCHCOVITCH: I remember to have seen my mother sewing and I asked her to teach me how to sew, to model, to take measurements and to make the whole process of confection. From there I started to work and make clothes too, and I realized that it was what I wanted to do professionally. I was 12 or 13 years old at the time.

Then you got your first sewing machine?

ALEXANDRE HERCHCOVITCH: Yes, my father gave me my first sewing machine and then others and I set up my atelier inside my house, which was my parent’s house.

Is in DNA, in the blood?

ALEXANDRE HERCHCOVITCH - I don’t know if it is in the blood, but I liked to see my mother doing that and I liked to do it too, if I hadn’t liked it so much maybe I hadn’t followed a career. Now it’s about 30 years of career.

How do you make a "cheap" clothing?

ALEXANDRE HERCHCOVITCH: Wow, complex question, because cheap clothing is relative, right? One thing can be expensive for you, not for me, and vice versa. It depends on what is important to you and what is important to me, depends on what each one values. Now, how do you make a cheap clothing? With little labor, with certain pieces, fabrics that aren’t expensive ... It depends a lot.

What is the secret to keep a stable and desirable job for many years?

ALEXANDRE HERCHCOVITCH: I think that first you have to define a style and pursue it always, perfecting what you like to make it better and better. You need to make some trademarks of your work and always challenge yourself with new jobs, new proposals, making the result of your production and your work have an evolution.

What is luxury for you?

ALEXANDRE HERCHCOVITCH: I think luxury has long been associated with something expensive, but nowadays luxury means having time, doing what you like. But if you are talking about a product, usually a luxury product will be related to its quality, the quality of its production, the exclusivity, the number of pieces that are made of the same copy ... These are factors that characterize a luxury product.

How do you define your style?

ALEXANDRE HERCHCOVITCH: My style is very eclectic, I can produce and create very popular products and alsoproducts aren’t so popular. I can adapt very much to the companies where I work, always thinking about the business, not just the product. Anyway, I adapt very easily.

What is your fashion vision today in relation to the vision that you had 20 years ago?

ALEXANDRE HERCHCOVITCH: It’s different because the consumer has changed a lot, and the fashion and the product are very much in line with what the customer wants. Today the consumer wants to use a novelty simultaneously with the launch, so you have to be prepared for everything you launch already has production for sale. The competition is also much more fierce, there are many more people making fashion, making clothes, making shoes, so you have to actually print your DNA on the products. Anciently there was less competition, so people of the fashion world got better because of this, today is more challenging.

How did you find out being a businessman?

ALEXANDRE HERCHCOVITCH: I think it was simultaneous to make clothes, to think how much it is worth, to put a price on it, and for many years to this day, it’s myself who closes the businesses of the companies with which I work. I also like to create business opportunities, I think that’s part of my creativity.

Was it very difficult to leave the brand that takes your name?

ALEXANDRE HERCHCOVITCH: No. I sold and I went forward.

Which product did you more sell, by the way?


Tell us about some similarity of posture or attitude that you admire in the personal and professional life.

ALEXANDRE HERCHCOVITCH: I am objective in all the affairs of my life. Trying to resolve soon the issues is one of my characteristics.

New ways of fashion for discussion

With the space of the crowded ConecTech Auditorium, Herchcovitch participated, together with the fashion consultant Fanny Littmann, of an great talk about the new fashion ways and collaboration between
companies at the 28th Salão Internacional do Couro e do Calçado – SICC (International Leather and Footwear Show), in Gramado/RS.

First models of Azaleia presented in SICC

The stylist also launched their first models for Azaleia in SICC. He launched in March his first collection of clothing from another company brand, the Olympikus, with clothing of sports lifestyle. At the show, he presented his shoes through the female brand. Among the models, there are details such as the camouflage ones, for bringing an urban feel and refer to the 90s and the chains, which make up
the basic items to the bolder ones. “Its colors and patterns are seen by consumers as an alternative to uniform pieces, leaving them feminine, but with a more imposing look,” Herchcovitch says about
the camouflage models. “Thick chains are the novelty. With vintage look, they meet the demand for classic and traditional look,” he adds. Under his hands, the traditional flower of the Azaleia’s logo
gained a rereading also inspired by the ads of the 80’s and 90’s.