Alexandre Herchcovitch was born in São Paulo, Brazil, on 21 July 1971.
Alexandre Herchcovitch developed both his love and basic skills of fashion design through his mother, Regina Herchcovitch.
Alexandre presented his graduation fashion show at the fashion school where he studied, Santa Marcelina in 1993.
By then he already had his own fashion label, with the logo that carried his signature and two skulls at the edges.
His orthodox Jewish and contemporary influences melt in his fashion designs to show elements of society and human feelings that fashion and haute couture houses have tried to ignore.
Best known for avant-garde designs and eclectic prints, his trademark skulls became an icon of Brazilian youth in the nineties.