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Whether you’re gearing up for vacation or you’re just getting back, we’ve got some light summer reading for you! This month your dear SMCP magazine is sharing a new capsule collection and new initiatives from our brands. Plus, we’re taking a coffee break with one of the brains behind Sandro’s PR strategy, an interview not to be missed! So grab a cold drink and let’s get started!
You may have noticed a new section on Maje’s website! The brand has launched their Dream Tomorrow page detailing their environmental and social engagements. Highlights include their efforts to use more environmentally friendly materials and to reduce transport emissions as well as their work with different charitable organizations. Also found under the Dream Tomorrow heading: a selection of eco-friendly pieces from the brand.
Click here to learn more.
Maje, in partnership with Lainière Santé (subsidiary of the Chargeur Group, a French leader in technical and innovative textiles dedicated to health and protection), has created 30,000 UNS1-certified masks.
Benefitting from a unique anti-bacterial and hydrophobic treatment, the masks are composed of three layers, are machine-washable, and are reusable up to 20 times.
Never forgetting the question of style, the masks’ outer layers feature prints from past collections. They are available online & in–store in Europe and will also be distributed to members of Maje’s retail team.
All profits will be donated to Doctors Without Borders, who provide medical assistance to those in need. This is an organization close to Maje’s heart, particularly for their work with women and mothers.
For their new capsule collection, Claudie Pierlot teamed up with LOVE IS PROJECT, an organization working to create a sustainable livelihood for artisans around the world. The brand is proposing 3 colorful handmade bracelets, with 100% of the profits going to the Green School, an association which trains new generations in sustainable development. This collaboration also helps support craftsmanship and women’s employment in Kenya and Indonesia. It is part of the brand’s CLAUDIE CARES initiative, which is committed to developing socially responsible projects.
From July 3-21, Claudie Pierlot was the guest of honor at Galeries Lafayette. The brand’s Brazilian Song capsule collection was featured at the department store’s main location on Boulevard Haussmann in Paris, where shoppers got the chance to explore the brand’s latest pieces.
Claudie Pierlot’s summer capsule is a collection with an evocative name, inspired by bossa nova and the Brazilian sun. The wardrobe is colorful, eye-popping and vivid, just like the capsule’s flagship floral prints. You can also see a touch of it on a top with a bare shoulder, as well as on the total look with a long floaty dress.
And summer just wouldn’t be summer without the perfect swimsuit. It should be worn in the day on Ipanema Beach or at night in Lapa, under some high-rise shorts.
There is a lot of femininity in embroidered cottons and light voile. Twirling skirts and multicolored crochet knits are inspired by the energy and heat of midsummer.
To complete this summer silhouette, opt for flat sandals with a shell strap. The bag of the season is a real shot of vitamin C with its lemon-yellow beads, which adds a bright touch to every dress in this wardrobe.
International Press & Influencer Relations Manager - Sandro
With his first job in press relations at just 20 years old, Guilhem found his way in the fashion world relatively early! After working for some major actors in the luxury sector, he wanted to return to a company with more of a family feel, with more of a human side and close to his values, and he was able to find just what he was looking for at Sandro. Today, he shares with us how he works to develop the desirability of Sandro as International Press & Influencer Relations Manager.
Based out of the brand’s headquarters at Boulevard Haussmann in Paris, Guilhem oversees the promotion of the Brand around the world. He communicates the women’s and men’s collections and Sandro’s story through the press, celebrities, and influencers.
Guilhem’s mission is, notably, to develop a community of loyal ambassadors made up not only of traditional fashion bloggers but also actors, singers, artists, and other public figures. He explains: “We work with a wide variety of talents, but they must always be in line with the brand. We don’t make concessions on their artistic quality. We’re not going to work with a talent just because they’re powerful; above all, the collaboration should make sense for Sandro.”
99% of the Brand’s VIP and influence activations are organic (i.e. unpaid), so it is Guilhem’s job, and that of his team’s, to identify the right talents and to unite them around Sandro.
He mentions the 2019 Cannes Film Festival, where several celebrities (including Elle Fanning, Bella Hadid, and Leïla Bekhti) were seen sporting Sandro, as a particularly impactful moment. “Competition is very strong in this area and the majority of brands do paid product placement. So each time we see a personality or a talent wearing the brand when they aren’t compensated, it’s a major source of pride because it’s incredible publicity.”
When working with influencers, one of his leitmotifs is to be a trend-setter and to build relationships with talent from the beginning of their careers.
Guilhem’s work also involves sharing and spreading Sandro’s unique history, the story of its creation and its Parisian roots, an exceptional adventure.
Guilhem was originally drawn to Sandro for its creative side & its artisanal side, and it was the brand’s human side that convinced him after meeting Evelyne:
This adventure requires agility, reactivity, and versatility. Guilhem is always ready to think critically about his choices. He explains that, in this line of work, “nothing is ever definitive, you always have to be one step ahead. So you have to have an open mind and always be searching for new ways to communicate and new media. Today it’s influencers and Instagram, but what will it be tomorrow?”
The adventure also means contact with people, externally with journalists and influencers, and internally with Evelyne and Ilan, the studios, production, retail, the ateliers, and more.
So, what does the future look like for Guilhem?
