News & Runway


One of my favorite up-and-coming designers, Alexandre Herchcovitch, will be taking over for Rosa Cha’s founding designer Amir Slama when he leaves the swimwear company he started 21 years ago. Slama was the one who recommended the 39 year old Brazilian Herchcovitch for the creative director job.  
Herchcovitch, who has shown his eponymous collections on New York, Paris, London, and Sao Paulo runways during their respective Fashion Weeks, has achieved an almost iconic status in his native Brazil thanks to his trademark skulls.

As for Rosa Cha, the company’s worldwide sales hovered around $20 million last year – the label’s swimwear pieces range in price from $200 to $650.  There are 22 Rosa Cha stores in Brazil, as well as ones in New York City, Lisbon, and Istanbul.

Herchcovitch’s first collection for Rosa Cha will hit for Winter 2010.  He says he plans to continue designing both his namesake men’s and women’s collections in addition to this new position, and that he will not drastically change the Rosa Cha style — “I plan to keep the Rosa Chá DNA. Rosa Chá is the most important beachwear label. Of course I’m going to follow Amir’s lead.” 


Slama stepping down follows his selling off of 75 percent of his company to Marisol S.A. He says that he plans on staying in the fashion business, and that in three to six month he will be developing his own namesake swimwear brand. The designer noted that Rosa Cha was the first to bring fashion to the beach and that he was the first to introduce “prêt-à-porter to beachwear, pieces that bring you out of the beach to the city and back to the beach with style.” He will also be working as a consultant for Lejaby for swimwear, and may develop a line for a Brazilian department store.
Images courtesy of the Fashion Spot forums.