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Saturday, September 12, 2009

All eyes were on the Brazilian swim label Rosa Chá new creative director. So did Herchcovitch kept up with the look of the sexy label or changed it up for a possible new direction? 
New York - Designer Amir Slama left Rosa Chá, a label he founded 21 years ago, this  summer and Herchcovitch took over as the new creative director. He debuted his first Spring 2010 collection at the Mercedes-Benz Fashion Week with interest surrounding his show. It only made sense since it was going to be interesting to see what Herchcovitch created, especially when the label and the designer are in two opposite style spectrum. Slama established the provocative appearance of Rosa Chá that made it only seem like Ana Beatriz Barros and Gisele Bündchen could wear the tiny pieces on the beach or by the pool. Seriously. So with Herchcovitch on board how does that change the look of the label? Well for one, the fake tanning of naturally fair-skinned models is gone. Second the Spring 2010 collection looked more subdued than the previous shows. Having the models walk down a white runway under bright lights instead of the usual copper, brown or wooden-colored floors with dim lights really set up what to expect from the show. The collection's palette was a combination of grey, white, black, yellow and orange with prints in polka dot and stripes, and the pieces ranged from high-waisted pants, one-piece swimwears, halter dresses, bustiers and even a kimono robe. While models came out with nothing but the swimwear under the creative direction of Slama, models for the Spring 2010 show worn head wraps and bold bangles, some carried bags, and others worn black-tinted sunglasses. Seeing that both the Spring 2009 and 2008 shows incorporated structural elements within their collections, I had thought Herchcovitch would take that and create even more elaborated beachwear. His Spring 2010 line, however, is definitely a departure from previous seasons, but the real question is if that's a good thing or a bad thing? While it can turn off past consumers and fans of Rosa Chá because of the change in direction not just with creative directors but the appeal of the label, it could also attract new shoppers with its new modest look. Herchcovitch did create a collection that could be worn by a wide range of women not just by the Barros's and Bündchen's of the world as there are pieces for everyone.
FWD101  Model walks the runway at the Rosa Cha show during Spring ... A model presents a creation at the Rosa Cha Spring 2010 collection ... 
 A model presents a creation at the Rosa Cha Spring 2010 collection ... A model presents a creation at the Rosa Cha Spring 2010 collection ...
Kristina Bustos
[Story via Images via Fashion Wire Daily &] 

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