Can't say I saw this one coming.... Brazil's main daily paper, Folha de São Paulo, said today that Alexandre Herchcovitch is taking over the position of creative director at Rosa Chá, which was always held by the swimwear brand's founder Amir Slama.
Slama founded Rosa Chá in 93 and managed to set itself apart from the pack, in a country known for an abundance of great swimwear brands. He turned Rosa Chá into the hottest brand in the country and famous models donned his designs on the Sports Illustrated Swimsuit issue and countless fashion editorials. He had recently sold Rosa Chá to conglomerate Marisol, and rumours say the new owners weren't happy with the sales.
Slama steps down in June, but Herchcovitch's first collection for Rosa Chá will only be unveiled next year. It will be very fun to see what edgy Herchcovitch does with the brand, best known for its ultra-sexy, ornament heavy suits and bikinis.
It's not like Herchcovitch (pictured below) needed any more on his plate.
His eponymous brand has taken off abroad and he continues to be among Brazil's most admired and talented designers. His website is very cool and full of videos of his past collections.
To read the story in Portuguese (or, rather, an excerpt), please click here.
More São Paulo fashion and shopping on this blog:
- Marc Jacobs rocks the São Paulo fashion world and opens a flagship in town
- Pollignanno al Mare opens a store in the Shopping Iguatemi
- São Paulo Fashion Week: what is it?
- Rua Oscar Freire, in the Jardins district, has the best shopping
- The best beachwear: Lenny, Rosa Chá, Cia. Marítima
- Is/bella, Pelu, Jo de Mer and other Baixo Jardins finds
- Beach Couture: luxe beachwear in the Jardins district
- Christian Louboutin opens store in the Shopping Iguatemi mall
- Daslu, the Barneys New York of São Paulo: high luxe
- Who is Eliana Tranchesi, the owner of Daslu
- Eliana Tranchesi's daughter and friends start the label 284
- The flagship of Rio brand Farm, in Vila Madalena: a "living" lowrise designed by hyped architecture firm Triptyque