Alexandre Herchcovitch learnt about fashion at an early age, from his mother who taught him how to sew and craft designs. The Brazilian designer launched his self-titled label in 1994. His daring designs mixed fantasy with utilitarianism, decorated with his iconic skull motifs which became hugely popular among Brazilian youth. The avant-garde styles and punk aesthetic evolved into lines of more wearable components over the years.
Hugely influential and recognised in Brazil, Alexandre Herchcovitch designs gained international recognition, showing at Paris and New York Fashion Weeks respectively. Herchcovitch left the brand in 2015.