Alexandre Herchcovitch to Take Over Rosa Chá

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Herchcovitch, fall 2009 (left) and Rosa Chá, spring 2009. Photo: Imaxtree

Designer Amir Slama is leaving Rosa Chá, the swim label he founded 21 years ago. Alexandre Herchcovitch will step in as creative director, with his first collection bowing for fall 2010. Slama sold a 75 percent stake in his label three years ago and recently decided to sell the remaining stake. But he's not retiring — in three to six months he says he'll start working on the Amir Slama swim brand. In the meantime he'll do what every bikini expert does: continue guest-lecturing at Cambridge. His post-Chá pursuits also include a line for a Brazilian department store.

Herchcovitch will continue designing his own label and promises to maintain the DNA of the Rosa Chá brand. Still, this should make Chá an interesting show next fall. Look at Herchcovitch and look at Chá. They both ... dress people. And that might be where the similarities stop.

Rosa Cha Founder Departs [WWD]