Two sisters, Evelyne Chetrite and Judith Milgrom, share a passion for fashion and want to accompany the women in the daily life. They make with Sandro and Maje, creations in the air of time and with quality. Very soon, the Brands settle in the minds of charmed customers.
Sandro also dresses men with the creative claw of llan Chetrite. Claudie Pierlot entrusts her eponymous house to the entrepreneurial sisters; her spirit still blows today. In the Parisian studios, the founders and their artistic teams imagine unique pieces, from the model to the design, which translate a singular story.
Chapter 1
In the beginning
1984 - 2009
1984
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.
1984
Evelyne created a collection worn unambiguously by the urban girl whose cultivated discretion makes her even more visible.
1984
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.
1984
At the time Claudie Pierlot launched her eponymous Brand, the sense off-beatness and the mix of everyday women's clothing did not exist. Claudie Pierlot modestly stated that her wardrobe was thought for everyday life, and that her fashion was simply fit to be worn on the street from morning to night.
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
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
Silk in winter, lace, colors, deliberately not too much black. Judith wishes to offer a dream in the urban world. She makes difference a strong element of Maje’s identity. She is targeting an independent woman who knows what she likes. Judith makes it a point of honor to defend respect and a certain natural elegance. Here, to celebrate the Parisian origins of Maje, and elsewhere, to pay homage to the distant origins of Judith.
2002
Silk in winter, lace, colors, deliberately not too much black. Judith wishes to offer a dream in the urban world. She makes difference a strong element of Maje’s identity. She is targeting an independent woman who knows what she likes. Judith makes it a point of honor to defend respect and a certain natural elegance. Here, to celebrate the Parisian origins of Maje, and elsewhere, to pay homage to the distant origins of Judith.
2004
Silk in winter, lace, colors, deliberately not too much black. Judith wishes to offer a dream in the urban world. She makes difference a strong element of Maje’s identity. She is targeting an independent woman who knows what she likes. Judith makes it a point of honor to defend respect and a certain natural elegance. Here, to celebrate the Parisian origins of Maje, and elsewhere, to pay homage to the distant origins of Judith.
2007
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
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 sleek look.
2009
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
Judit Milgrom joins the Mécénat Chirurgie Cardiaque association from the teacher Leca. A heartfelt commitment to a just fight: to care for children born with a heart defect, wherever they come from, et give them the chance to be operated, whatever the cost. 27 personalities joins the cause and create for Maje original works, declined in scarf whose profits of the sales are transferred to the association.
2009
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 - 2012
2010
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 1,578 points of sales in 41 countries.
2011
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.
2011
2011
2012
2012-13
More than a meeting, it is above all a shared 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
La diffusion du chic parisien dans le monde
2013 - 2017
2013
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
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
2015
2016
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
2016
2017
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 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 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
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
Une desirabilité et une croissance confirmée
2017 - 2018
2017
The Group celebrated a new milestone in its history, confirming its introduction onto the Paris Stock Exchange.
2017
2017
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
2017
The SMCP Group and Mondottica International signed a partnership to develop glasses and sunglasses collections.
2017
2018
Maje is already twenty. Maje is only twenty. Maje goes through these years as a sentimental adventure. The story of a sensitive Brand, close to women, evolving with them. Renewing with this idea of the Parisian woman, assuming her choices, without hindrance, her willingnesses to be, one day elegant, one day exuberant, on day funny, and then mysterious, often seductive... For its tweentieth anniversary, Maje celebrates yesterday to invent tomorrow by considering this symbolic turning point under the sign of the future.
2018
2018
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.
