Group
Explore the key moments in the Group’s history through its characters, creations and highlights
Scroll to exploreChapter 1
In the begining
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.
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
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.
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.
“I don’t draw, I don’t sew, my fashion is observation.”
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.
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.
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
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
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.
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.
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.
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
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.
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
2015
The Group opens its 1000th point of sale
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.
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’.
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.
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.
“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
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
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
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
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.
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