Alexandre Herchcovitch

R. Haddock Lobo, 1151

Jardins

11-3063-2888

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Inside the muted concrete cube of Alexandre Herchcovitch's store—whose outside occasionally gets a burst of color and head-turning collage design like the facade of his Tokyo store—Paulistanos graced with large credit lines mix with European fashion-industry types in a space that’s as quiet as the Gobi Desert but surely could take size lessons from. The extreme minimalism doesn't match the avant-garde duds, presented against bare white walls. Wise magazine editors visiting for Sao Paulo Fashion Week revel in finding pieces a season ahead—remember, seasons are switched down here—in sale events that many followers sacrifice months self-control for. Photos: Crispin Cairns