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Top Brazilian Designer Sees Mass Fashion Opportunities

Alexandre Herchcovitch, one of Brazil’s top designers, says the future of fashion in this Bric country is in clothing the rising middle class -- even if he won't ever stop making super-expensive stuff for the super-rich.

O Boticário show during São Paulo Fashion Week (O Boticário SPFW)
O Boticário show during São Paulo Fashion Week (O Boticário SPFW)
Vivian Whiteman and Pedro Diniz

SÃO PAULO - "Lets get real..." As São Paulo Fashion Week kicks off, one of Brazil's most acclaimed designers, Alexandre Herchcovitch, says his industry must redirect its eye toward the country's growing middle class -- and even those just rising out of poverty. "This is the rule for those who want to survive in Brazil," he affirms in the following interview.

FOLHA: What do you think of some fashion designers suggesting a separation between commercial and conceptual brands in Brazil's fashion weeks?
HERCHCOVITCH: When you are aware of what you are doing, you don't have to be afraid. My role models are in New York. There some brands that have been showing polo shirts for the past 120 years. Sorry, I don't need to ask Paulo Borges Fashion Week organizer for special treatment for my brand. And who will play God to know which one is good and which one is less good? Each designer has to take care of his own stuff, do his best and be brave enough to show it.

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FOCUS: Russia-Ukraine War

Sergey Lavrov, Putin’s Decoy-In-Chief

The Russian Foreign Minister, among the country’s most recognizable figures, embodies both the corruption and confusion of the Putin regime. Not everything is what it seems — and that’s the point.

Russia's Foreign Minister Sergei Lavrov attends a diplomatic reception for heads of African diplomatic missions

Anna Akage

From the outside, one might have the impression that the Russian Federation is run through a highly complex and well-coordinated apparatus that ensures that any single cog in Vladimir Putin’s system is by definition both in synch with the other cogs — and utterly replaceable. The Kremlin appears to us through this lens as an impregnable citadel with long arms and peering eyes that are literally everywhere.

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And yet, this is a completely false picture — and there’s no greater proof than in looking more closely at one of Russia's most prominent figures, Foreign Minister Sergey Lavrov.

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