Rosa Chá Fall/Winter 2010 - Where the Beach Meets the Boudoir


There is something so exciting about coming across a new and inspiring designer. Recently, amidst scrolling through online lookbooks and runway photos, I happened upon Rosa Chá – a Brazilian line that I was less familiar with, but totally wowed by. I love the way this particular label has taken swimwear and turned it into something that’s way more fashion than functionality.

Both the arctic temperatures we’ve been experiencing and my love for Rosa Chá make me wish I had hopped on a plane to São Paulo Fashion Week (January 17th-22nd)! Presented by Chanel Iman on January 17th, the label was shown for the first time in Brazil since creative director Alexandre Herchcovitch stepped on – adding a fresh and innovative spin.

While Rosa Chá is primarily a swimwear line, Herchcovitch is in tune with the season – incorporating dresses, leggings, catsuits, and outerwear.

“This is a fundamental moment for us to be able to use the brand’s DNA in a larger number of pieces that go from fitness, spa, and the beach, to outwear,” says Herchcovitch, who signed on in 2009 when founder Amir Salama left the label.

The light pink and bright florals combined with lace detailing delivers the perfect dose of femininity-with-an-edge, from hat to toe!

Click here to view the complete Rosa Chá Fall/Winter 2010 collection. And stay tuned for more 2010 Fashion Week coverage!