The first parade of ÀLG brings the 90s to the present

Feb 25, 2019

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Present in the market since the end of last year, ÀLG - an extension of À La Garçonne - is aimed at a young audience that has the streets as a lifestyle. The brand's first fashion show took place on Saturday, 23.05, in an old warehouse in Mooca and brought influences directly from the 90s.

The first look already revealed the tone of the collection and some of the bets from Alexandre Herchcovitch and Fábio Souza for this season: purple, neon colors, and tie-dye, all inserted into the sports context that is in the brand's DNA. Windbreakers, oversized hoodies, tracksuits, and key pieces in denim were the basis of the runway, while plaid looks stood out at the end of the presentation in coats, fluffy jackets, pants, shorts, skirts, fanny packs, and even footwear.

Purple, tie-dye, and plaid are bets from ÀLG for 2019

As in all the shows held by the couple, the casting was diverse and included prominent names. Actor Enrico Cardoso and rapper Malcom VL, in addition to Derek, Dfideliz, and the twins Nana, members of Recayd Mob, were some of the personalities who walked the cobblestone runway of the brand. The beauty signed by Celso Kamura was natural, light, and some models appeared with hair in shades of red, pink, and blue.

In a nostalgic and logo-maniacal rhythm, ÀLG brought back in an unprecedented collaboration Pakalolo, a 90s hit in Brazil. The collab gave new life to the brand that had closed its activities after an unsuccessful attempt to regain the market in 2009. The pieces were made available through Working Title.

ÀLG in an unprecedented partnership with Pakalolo

The already known Melissa (belts and bags), Hering (high knitwear), and Pucket (socks) did not disappoint, however, the partnership that really caught attention was with Olympikus - which has Herchcovitch as head of style since May of last year. The idea took shape in the models Leisure, Gripper, Turning, and Alpha. The running shoes incorporated the identity of the streetwear brand from São Paulo through uppers with prints, especially chain and tie-dye patterns. To please everyone, the Leisure and Gripper silhouettes were also presented in monochromatic versions in white and black, respectively.

ÀLG x Olympikus Leisure

ÀLG x Olympikus Gripper

ÀLG x Olympikus Alpha

Fábio Souza and Alexandre Herchcovitch once again showcase the versatility of their work and give a lesson in the market, with democratic prices, collaborations with national brands, and key pieces that adapt to various styles. Hit!

Check out the complete show in the gallery below: