Herchcovitch designs fashion made for big evening entrances, and, as a result, he’s become one of the most luminous stars in São Paulo’s constellation of designers. But he doesn’t only put women in the spotlight—like Philippe Starck in the 1980s, he also works for shops and hotels. His favorite colors are white, silver, and black, and his flagship store exudes a strict noblesse, along with its sales staff. It is, naturally, located in São Paulo’s best shopping area, in Jardim.