Home

Group

Explore the key moments in the Group’s history through its characters, creations and highlights

Scroll to explore

Chapter 1

In the begining

Photo des soeurs Evelyne Chetrite et Judith Milgrom

SMCP embodies the story of a Group built by the power of passion and entrepreneurship.

Two sisters, Evelyne Chetrite and Judith Milgrom, shared a passion for fashion and wanted to accompany women in their daily lives. With Sandro and Maje, they designed creations combining a modern flair and quality. Very quickly, the Brands became the go to for selective clients.

Sandro also designed men’s clothing with the creative signature of Ilan Chetrite. Claudie Pierlot entrusted her eponymous house to the entrepreneurial sisters; her spirit can still be felt there today. In the Parisian studios, the founders and their artistic teams created unique pieces, from initial sketches to the final stitch, which translate into a story with a common thread.

Photo d'Evelyne Chetrite

1984

Evelyne Chetrite

Evelyne Chetrite embarked on the Sandro adventure alongside Didier Chetrite. The first boutique would be opened 20 years later in the heart of the Marais, rue Vieille-du-Temple. Success was confirmed. Her vision of femininity is the bedrock of her creation, favouring her preferred style of expression, the masculine-feminine look, with an undeniably Parisian touch.

"Elegance in clothing cannot exist without an elegance in oneself.”

Evelyne Chetrite

Photo
Logo Sandro Paris

1984

Sandro,
the free urban girl

Evelyne created a collection worn unambiguously by this urban girl which cultivated discretion to be even more visible. Its appeal was enhanced by an almost innate exactness, giving it a naturally cool air.

Photo
Photo

1984

Claudie Pierlot, creating the masterpiece

Claudie Pierlot did not find inspiration in the fashion of the 80s, which considered femininity with a theatrical sophistication. She aspired to offer fashion that was both elegant and comfortable for women like her, to enhance without transforming or going over the top: in short, a balanced stylistic proposal.

She created fashion in her image, drawing on the bourgeois codes, but without ostentation, staying on trend but without becoming a fashion victim. A proposal that really considered women and Parisian women, for whom she created an elegant, but slightly relaxed, silhouette.

Photo d'Evelyne Chetrite

“I don’t draw, I don’t sew, my fashion is observation.

Claudie Pierlot

Logo Claudie Pierlot

1984

Claudie Pierlot, the iconic Parisian signature

At the time when Claudie Pierlot launched her eponymous brand, there is no sense of the move and mix in the feminine wardrobe. Claudie Pierlot modestly asserted that her collection was designed for everyday life, and that her fashion was simply adapted to be worn in the street from morning to evening.

If her desire was to offer an everyday wardrobe, it was actually simply blended with her personal creative touch.

A well-recognised move, where she dared to combine the essentials of the world of luxury with much cheaper pieces.

Photo
Photo de Judith Milgrom

1998

Judith Milgrom

Early on, Judith knew she wanted to dress women and build her own stylistic language. She founded the Maje House in 1998 with the desire to offer a brand to active women who live several lives in one day. She was continuing the memory of the family workshop she knew as a child

Fashion according to Judith is organic, like the wind, the sun, the sea ... it is not mastered or controlled. It is lived out.

Logo de Maje
Photo

1998

Maje, the natural elegance, a Brand from here and there

De la soie en hiver, de la dentelle, des couleurs, volontairement pas trop de noir. Judith souhaite offrir du rêve dans le monde urbain. Elle fait du décalage une donnée forte de son identité. Elle vise une femme indépendante qui sait ce qu’elle aime. Judith met un point d’honneur à défendre le respect et une certaine élégance naturelle. Ici, pour célébrer les origines parisiennes de Maje et ailleurs pour rendre hommage aux origines lointaines de Judith.

“You must pay attention to yourself in order to pay attention to others.”

Judith Milgrom

2002

1st Maje point of sale, rue du Four in Paris

2004

1st Sandro point of sale, rue Vieille-du-Temple in Paris in le Marais

Photo
Photo d'Ilan Chetrite

2007

Ilan Chetrite

Ilan Chetrite, son of the founders of the Paris label Sandro, likes to describe the Label as a brother. He focused on design in 2007 and launched Sandro Homme, with his vision of men's fashion.

Today, Ilan perpetuates the family stylistic signature through his collections, each one set in a personal universe which he likes to reinvent each season

Photo Sandro au masculin

2007

Ilan Chetrite brings menswear to Sandro

The man portrayed by the house has a rebellious elegance. Impeccably tailored suits, modernised vintages, and visual pieces make up this wardrobe. Each season, this perfectly tuned styling provides a racy look.

Photo Sandro au masculin
Photo

2009

Acquisition of the Claudie Pierlot Brand

In 2009, the Claudie Pierlot brand joined the group which, the following year, would become SMCP, with the meeting of the three brands: Sandro, Maje and Claudie Pierlot.

The Brand was entrusted to the two sisters as Claudie Pierlot was suffering from cancer. Just three months later, the designer died, at the age of 61. Claudie Pierlot leaves the future SMCP Group a unique gift, a Label with a real soul created by an extraordinary woman.

2009

Maje & the Mécénat Chirurgie Cardiaque Association

Judith Milgrom works with Professor Leca from the Mécénat Chirurgie Cardiaque Association (Heart Surgery Patronage Association). Highlighting a real cause: caring for children born with a heart defect, no matter where they come from, and giving them the chance to have surgery, no matter what the cost. 27 personalities joined the cause and created original works for Maje. These were then printed on scarves and sold, with the profits going to the association.

Photo
Photo

2009

Collaboration Maje & les Putafranges chez Colette

Colette, the ultimate reference in terms of fashion and trend, is the first to preview the Maje and les Putafranges collection, with a showcase and dedicated stand in January 2009.

Chapter 2

Three distinct Brands for one unique Group

2010

Creation of the SMCP Group

The family story takes the form of a Group and faithfully retains its entrepreneurial and passionate spirit. The Group's mission is to spread Parisian chic around the world and it currently has more than 1,300 points of sale in 38 countries.

Photo

2011

Vanessa Pierrat continues the Claudie Pierlot story

In 2006, Vanessa began working for Sandro as a stylist alongside Evelyne Chetrite. Five years later, she took over the Claudie Pierlot’s artistic direction, safeguarding the heritage of the House and bringing a preppy edge, with an offbeat touch. She has a passion for street fashion, she wants clothes to be worn, really.

“I always work with Claudie Pierlot’s DNA at the back of my mind.”

Vanessa Pierrat

2011

SMCP launches e-commerce sites for the Brands

2011

First point of sale opens in USA

2012

First point of sale opens in Hong Kong

Photo

2012-13

Judith Milgrom chooses Alexa Chung as the muse for her campaign

More than a meeting, it is above all a common passion for fashion that links Judith and Alexa. In 2013, Judith created a new concept, entitled "Majed by", and entrusted her muse with reinterpreting the looks from her Spring-Summer 2013 collection.

Chapter 3

Parisian chic worldwide

2013

Opening of the SMCP North America and SMCP Asia headquarters in New York and Hong Kong respectively

The Parisian labels charm an even wider audience with their Parisian chic.

The Group's growing international presence, particularly in Greater China and the United States, led to the opening of two new offices in Hong Kong and New York. This new direct proximity to the American and Asian markets ensures a better adaptation of the collections and increases demand.

Photo

2013

Claudie Pierlot continues its expansion in France and on the international stage

In 2013, Claudie Pierlot opened its 100th point of sale. This was also the year when the Label established itself in China, opening a boutique in Shanghai.

Before 2009 and the purchase of Claudie Pierlot, there were only two boutiques. Since then, over 200 points of sale have been opened and the Label has a presence in 19 countries.

2015

Sandro Homme appears on the catwalk for the first time at Men’s Paris Fashion Week

Photo

2015

The Group opens its 1000th point of sale

Photo

2016

Creation of the iconic M Bag by Maje

Maje increases its accessories range with an iconic bag: the M. An easy to wear companion: bohemian and elegant, structured and soft, to be carried on your shoulder or in your hand. It’s the story of a versatile piece, opening a new chapter written by Maje. A collection of accessories designed to complement a free silhouette.

Photo
Photo

2016

Launch of e-commerce sites in China

2016

On-line sales account for 10% of total turnover

2017

Claudie Pierlot confirms a collaboration with Annick Goutal

Claudie Pierlot has always had the desire to become involved with causes close to her heart.

A taste of elegance and convictions shared by Annick Goutal who collaborated with the house to reaffirm the idea of a freer world, working with the Chaîne de L’Espoir Association which opens up education for children. They collaborated to revisit Annick Goutal’s signature perfume, ‘Petite Chérie’.

Photo

2017

Claudie Pierlot creates a new line in leather goods

Claudie Pierlot enriched the range of accessories with the now iconic Anouck line. This bag with chic and timeless bourgeois codes finds its individuality in its signature: the circle. Simple, perpetual, without beginning or end, symbol of perfection and harmony, it embodies Claudie's timelessness perfectly.

An iconic piece for the day and forever.

2017

The Claudie Pierlot concept boutique evolves and takes on the codes of a Parisian apartment

The common thread running through Claudie Pierlot is Paris… Thus, when, in 2017, teams were working on the concept of the boutiques, it was natural that the interior of a Paris apartment on the Left Bank came to mind. A snapshot of its identity: sober, warm and welcoming. The navy storefront, the parquet floor, the mouldings so typical of Haussmann aesthetics, the brass racks, the velvet curtains and the armchair; all these elements set the scene and enhance the collections. Today, all boutiques are developed according to this concept.

Photo
Photo

2017

Sandro launches its range of leather accessories and shoes

For the launch of the Spring-Summer 2017 accessories collection, Sandro selected a successful trinity: a sleek but eloquent style, technical work and functional comfort. The accessories emancipate themselves and assume an important role: to awaken unexpected desires and to enhance the silhouette where you might not think.

Chapter 4

A confirmed desirability and growth

2017

SMCP floated on the stock exchange, on the Euronext Paris regulated market

The Group celebrated a new milestone in its history, confirming its introduction onto the Paris Stock Exchange.

Photo

“Every year, Sandro, Maje and Claudie Pierlot are more desirable, more visible and more digital! They are THE international references for ‘Parisian chic’ in the minds of an ever-increasing clientele.”

Daniel Lalonde, Evelyne Chetrite
& Judith Milgrom

2017

Judith Milgrom is awarded the Legion of Honour by the Minister for the Economy, Bruno Le Maire

Photo
Photo

2017

Opening of the Regent Street Pop-up boutique in London, in partnership with Women for Women international

A Pop-up boutique opened in London, with a modern, digital design. In collaboration with Greta Bellamacina, a British poet, Maje developed various limited-edition products and decided to give all the profits to Women for Women International, an association which helps women in war zones.

2017

SMCP has over 5,000 passionate entrepreneurs

Photo
Photo

2017

Launch of the Sandro Eyewear & Maje Eyewear collections

The SMCP Group and Mondottica International signed a partnership to develop glasses and sunglasses collections.

"This is a natural extension of the Sandro and Maje universes, following on from the success in fashion and accessories.”

Daniel Lalonde,
SMCP General Director

2018

Opening of the 100th SMCP point of sale in China

Photo
Photo

2018

Maje celebrates its 20th birthday

Maje is twenty years old already. Maje is only twenty years old. Maje has gone through those years like a sentimental adventure. The story of a sensitive label, close to women, evolving with them. Renewing this idea of the Parisian lady, considering her choices, unhindered, her desires for an elegant day, an exuberant day, or funny, and then mysterious, often captivating ... For this twentieth birthday, Maje celebrated yesterday to invent tomorrow, considering this symbolic turning point as the sign of the future.

“For women who live numerous lives in one day.”

Judith Milgrom

2018

Sandro Homme appears on the catwalk for the first time at Men’s Paris Fashion Week

Photo

2018

Claudie loves green at the Galerie Lafayette

Claudie Pierlot always had the courage of her convictions and today, the House wants to help transform the way fashion impacts people and our planet.

For this, the label has created an exclusive capsule collection ‘CLAUDIE LOVES GREEN’ linking with the Galeries Lafayette ‘Go For Good’ campaign. Each of the six must-have pieces in this collection has been produced with the aim of preserving natural resources and sustainable production without compromising on style.

Our story is far from being written...

Stay close we will keep you posted