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. “You have to create an authentic bond with the opinion leaders of today, and especially those of tomorrow.”
Guilhem’s work also involves sharing and spreading Sandro’s unique history, the story of its creation and its Parisian roots, an exceptional adventure. “Few brands are lucky enough to have such a rich history and founders who are present and accessible. It’s important to tell this story because it speaks to our values, and it’s unique in the fashion industry.”
Guilhem was originally drawn to Sandro for its creative side and its artisanal side, and it was the brand’s human side that convinced him after meeting Evelyne: