January 21

Magazine #01

2021, here we are!

First of all, your SMCP Magazine wishes you all the best for this new year that we hope will be filled with joy, good times & good health! We know that the current situation is not easy but we need to continue to stay united and let ourselves be inspired by our Brands. For that, your SMCP Magazine offers you to come back on our last news!


Global News

1- Daniel Lalonde’s 2021 Wishes & Strategic Priorities

2 – Inspirational new appointments!

We are delighted with the significant arrival of 2 new members of the SMCP Executive Committee:

Patricia Huyghues Despointes is the Group’s Chief Financial Officer (CFO).

“I am delighted to welcome Patricia to the Group’s Executive Committee as Chief Financial Officer. Over the course of her extensive career, she has led the finance functions and teams, contributing to the success of many Fashion & Luxury Brands. Her excellent knowledge of our environment and her financial expertise are major assets that will contribute to our Group’s success as we enter into a new chapter in our history.” – Daniel Lalonde – SMCP’s CEO

Olivier Malvezin joins us as Group Chief Digital Transformation & Operations Officer.

“I am delighted to welcome Olivier Malvezin as Chief Digital Transformation and Operations officer. His arrival fits perfectly well with our recently announced strategic plan, which combines a stronger focus on brand attractiveness, a phy-gital strategy to offer a seamless customer experience, a strengthened platform and a reinforcement of our sustainability approach. Olivier’s extensive experience and expertise in digital transformation, including big data and artificial intelligence as well as his excellent knowledge of the Asian market will be strong assets that will contribute to SMCP’s ambition”. – Daniel Lalonde – SMCP’s CEO


De Fursac also welcomes a new member to its management team with the arrival of Gauthier Borsarello as Creative Director, who succeed Alix Le Naour, who decided to pursue new projects.

Gauthier is a vintage specialist in France and Editor in Chief and Fashion Director of the magazine l’Etiquette has collaborated with De Fursac as a style consultant for the past two seasons.

His creative vision, his passion for retail and human qualities will contribute to the next chapter for De Fursac.

“I’m delighted to be welcoming Gauthier Borsarello to the creative heart of the De Fursac team. I would also like to thank Alix Le Naour who, after ten wonderful years as creative director, is stepping down to take on new challenges. We see the appointment of Gauthier as the opening of a new chapter. Our ambition is for De Fursac to become a truly international brand that offers a unique French style and identity that pays tribute to what has made it so successful in France for almost 40 years. I am confident that Gauthier’s creative vision, profound knowledge of menswear and retail will help us achieve this.” – Elina Kousourna – Managing Director of De Fursac

3 – Heading for a new country for Sandro & Maje!


After having crossed the whole world, it is in Vietnam that our 2 Brands decide to set up home.

Sandro & Maje moved to Diamond Plaza & to Saigon Center in Ho Chi Minh City.

4 – This month, training is in the spotlight!


Face-to-face training with La School‘s team for De Fursac’s Retail France team, of which 56 employees have been trained in the Essentials of Management: a training cycle aimed at strengthening the knowledge and skills of the store managers and developing new skills!

But what would training be without the MyLearning digital team? Come and discover the new modules created in partnership with the Brand training teams.

Details, prints, inspirations, cuts & materials: that’s what Sandro’s signature is all about. The training team has cooked a new Spring-Summer 2021 path combining a fashion culture focus highlighting the 2021 trends, the studio’s presentation of the pre-collection inviting you to a Mediterranean journey; without forgetting the « stylistic biases » that make the difference and added value to the Brand and which will soon have no more secrets for you.

Let yourself be inspired by the new Maje collection through the comments of the studio, the communication & image or merchandising teams: production technique of the star products, history of fashion & fabrics, inspirations & trends and of course the Dolce Vita as the key word.

Be My Baby, Claudie Pierlot unveils the secrets of her Spring-Summer 2021 pre-collection and highlights the key looks of their Asian customers.


SMCP for Tomorrow

1 – Look back at our solidarity initiatives of 2020

2 – It’s time for the Maje’s Beijing TaikooLi store to receive the LEED certification

As part of its commitment to Sustainability and its ambition to rethink its stores with a view to respecting the environment in terms of construction, design with the use of more eco-responsible materials and stores’ operation, Maje has received the Silver Level from LEED certification (Leadership in Energy and Environmental Design).

Congratulations to the project teams for their work!

3 – Supportive King’s Cake at Maje


The current context doesn’t allow Maje teams to get together to enjoy the famous “king’s cake”, the Brand choose the generosity and the solidarity by offering to the healthcare teams of Trousseau’s hospital a sweet and comforting break.


Creative Update



The Sandro woman has travel on her mind. This season, she freely takes inspiration from the ‘70s and ‘90s, taking up residence for the summer in the South of France. Perched above the Cassis coves, she has never felt so beaming This profoundly independent lady reinvents today’s woman, compiling her wardrobe with a cool, contemporary twist.


Sandro Men

For the Spring / Summer 2021 season, Sandro Homme offers a wardrobe loaded with 50s and 60s stylistic heritage. Halfway between a Mediterranean relaxation and the elegance of pretty neighborhoods, the Parisian creative studio puts its style obsessions into it.


Maje’s SS21 campaign says it loud and clear: #stayyourself!

Top model Cara Taylor lends her features to seven characters: you, me, them. It is by changing all the time that we can finally be ourselves. Sometimes an extraordinary thing happens, an experience that helps you get to know yourself better. It often starts like this: you wake up one morning and start wondering who you want to be today. In short, you were someone, you had a personality. And then the night came, and for once you wake up remembering a dream you had. You felt at home somewhere that wasn’t home, such as on a galloping mustang in the Montana mountains, on a nightclub table in the late 90s, it could be anything. What matters is that you caught a glimpse of this possibility, another you beyond the barriers that you had set yourself.

Claudie Pierlot

Take to the seas. Set sail. Shine. Both literally and metaphorically. And begin again.This season, we’re off to Marseille, Albufeira. Cuba, Kalamata and California. There’s a retro feel; with the sun overhead and the sea in front, we travel for miles towards the horizon with the music loud. On patterned tiles, earthen floors or sand, we undo our sandals or kick off our Camargue boots to feel the sunrays beating down on our bare feet. When night falls, we find ourselves dancing away. It’s all about FREEDOM

De Fursac


Digital Elegance

1 – Top Posts

2 – SMCPress


Made with Passion


  • Portugal – Porto Norte Shopping
  • China – Chengdu MixC
  • China – Hongqiao Domestic Airport Shanghai
  • Vietnam – Ho Chi Minh Diamond Plaza
  • Vietnam – Saigon Center
  • Kazakhstan – Saks Almaty Esentai (corner)



  • France – Biarritz
  • Portugal – Porto Norte Shopping
  • Italy – Noventa di Piave (outlet)
  • China – Chengdu MixC
  • China – Hangzhou Xiaoshan Airport
  • Vietnam – Ho Chi Minh Diamond Plaza
  • Vietnam – Saigon Center
  • Kazakhstan – Saks Almaty Esentai (corner)



  • Portugal – Porto Norte Shopping



  • Luxembourg – Luxembourg