If Brazilian designer Alexandre Herchcovitch is to be believed, he has invented a new product that is sure to be a hit among those with unwanted cellulite. He says his new styles made from "Beauty Denim" will actually help its wearers wear away at the unwanted cellulite.

According to reports from the AP, Herchcovitz, who is based in Sao Paulo, unveiled the new denim which apparently "harnesses body heat and turns it into infrared rays that stimulate cellulite-combatting micro-circulation" at the four-day Fashion Rio event that was recently held in Rio de Janeiro.

Noticeably absent from the media reports are backing testimonials from doctors or scientists as to the validity of his claims, which he says are backed by five years of research. However, should his sales pitch turn out to be true in the long run, there will certainly be a revolution ... or at least a run on jeans stores around the globe.

Herchcovitch launched his first line in 1994 according to NY Mag, which credits his greatest hits as "the Tyvek dress and a new take on the tuxedo; more avant-garde and controversial looks include trash-bags-cum-dresses and woven straw hats."

He attributes his sense of fashion to observing his mother's sense of style, and went to school with a focus on plastic arts before discovering that you could study fashion, he said in an interview for the Creator's Project.

He was also a judge on the first series of Brazil's Next Top Model.

Not all skeptics are convinced of his latest breakthrough.

"Brilliant!," says Hayley Hoover of The Gloss. "My only criticisms: 1) cellulite can't be cured, 2) cellulite isn't a (explitive) disease, and 3) a kazillion other losers have tried to do this before. Still, I think Herchcovitch deserves some commendation for dragging the phrase 'cellulite cure' back into fashion headlines."

In her blog, Hoover took the time to compile her favorite list of other fashion products that have made the same claim in the past.