April 23
Magazine #04

Take advantage of this weekend to take a break to discover the April edition of the SMCP News. As every month, you will be informed of the latest initiatives of the Group and the Brands. This edition has a springtime feel... Enjoy your reading!


Global News

1 – Isabelle Guichot & Olivier Germain came to visit our teams in Asia

Isabelle Guichot and Olivier Germain, respectively CEO SMCP and CEO Claudie Pierlot, were in Asia last week to meet the teams.

During their stay, they visited the Hong Kong and Shanghai headquarters where they met (or saw again) the employees, exchanged directly with them, and discussed the strategy and vision of the Group and the brands. They also had the opportunity to discuss with the teams in the field, at Maje’s Taikoo Li store in Chengdu and at Claudie Pierlot’s Harbour City shopping center store in Hong Kong.


Sustainability Projects

  • SMCPlanet


1 – SMCP Asia celebrates Earth Hour

Organized by WWF, Earth Hour is the world’s largest grassroots movement for the environment. Every year, on the last Saturday of March, thousands of iconic monuments are symbolically plunged into darkness and millions of citizens are invited to act positively for the planet.

Members of Hong Kong and Australia HQs were invited to take part in this initiative to show their commitment, at their level, to the Planet. Candles were distributed to them to light up during this hour. Nice initiative!

  • SMCPeople

1 –  Put an end to the CV, reveal your personality!

As part of the #SMCPeople pillar, SMCP and its Brands are committed to promoting diversity and inclusion in recruitment. Thus, several times a year, HR teams organize CV-free recruitment days to recruit their sales consultants.

How? Candidates are asked to apply via video to answer pre-selection questions before being invited to a physical event. It is their motivation, their desire to learn and their fashion awareness that make the difference.

16 future talents were selected thanks to the event recently organized in mid-April!

2 – First training session for Australian and New Zealand teams


As part of the integration of the Australian and New Zealand teams within our SMCP Asia BU, Australia and New Zealand area managers, as well as store managers from New South Wales (Sydney region) attended the first training week organized in SMCP ANZ office by the regional training manager Kathleen Yip. The store managers in Melbourne were also trained. At the same time, Peter Wu from the regional merchandising team visited the stores in Sydney and Melbourne to give Visual Merchandising training to the store teams.

3 – Apprentis d’Auteuil students came to Paris


As part t of SMCP’s partnership with the Apprentis d’Auteuil, the students of 2nd year from the sales NVQ were welcomed in our Parisian HQs to participate in immersive days with the Brands teams.

At Sandro, they could discover the showroom and the design workshop of the brand. Then, they had the opportunity to meet with the teams of the Group and the Brands who trained them on the collections and on sales ceremony through fun workshops, look creation, product and composition analysis and quizzes.

The students were delighted to discover more about our Brands and to visit Paris!


As a reminder, Apprentis d’Auteuil is a foundation that supports young people in difficulty through welcome, education, training, and integration programs in France and abroad to enable them to become free and fulfilled adults of tomorrow.

Since 2019, the Group’s 4 Brands have been regularly donating products to the sales NVQ at the Blanquefort high school. Thanks to this, students can get practical training of sales assistant by opening an educational store.

4 – Claudie Pierlot x Foundation Claude Pompidou


Claudie Pierlot is committed to the Claude Pompidou Foundation through a collaborative project.

Founded by Claude Pompidou in 1970, the foundation aims to help people with disabilities (children and adults), the elderly and hospitalized patients.


The collaborative project initiated by Claudie Pierlot allows to get involved with a local association but also with disabled or elderly people who are losing their social ties.

Participants in the project will have the opportunity to work on the creation of a showcase for one of the Brand’s stores. To carry out this project, creative workshops led by Thi Bach Nguyen and with the participation of volunteers from the HQ team, will take place at Claudie Pierlot every Wednesday afternoon from May 17 to July 5.

To launch this partnership, a kick-off meeting was organized with the presence of Olivier Germain (CEO of Claudie Pierlot) who supported this beautiful project as well as representatives of the Claude Pompidou Foundation.

5 – Kid’s Day chez SMCP

The children of SMCP Global Services’ HQ employees were invited to a Kid’s Day on the theme of Easter. This festive day included many activities and games, a HQ decorated, a lot of laughs and a giant egg hunt! The children could also discover their parent’s workplace, for the enjoyment of young and old alike. 😊


Creative Update



  • SANDRO x Louis Barthélemy

Sandro has invited French artist Louis Barthélemy to translate his world into a capsule collection alongside Evelyne Chetrite, founder and artistic director of SANDRO. The desire to celebrate Morocco and its traditional crafts was at the heart of this creative partnership between SANDRO and Louis Barthélemy.

« I was born in a country where traditional crafts have a strong presence, where colors are especially important, materials as well. This collection is close to my heart because it celebrates my roots and shines a light on the unique skills of Moroccan women.  »

Evelyne Chetrite,
SANDRO Founder & Artistic Director

Evelyne wanted a collection in the spirit of a modern portrait. Louis designed dazzling artwork imbued with scenes of Moroccan life, on flowing fabrics like silk and a bucket bag in traditional basketry crafted by the Doum for Women cooperative.

A bucket bag in natural straw and leather was crafted entirely by the Doum for Women cooperative.

The aim of this cooperative is to preserve traditions in a modern way and to share Moroccan crafts all over the world so that the women practicing them can become empowered and financially independent.

The SANDRO x Louis Barthélémy collection reaffirms the brand’s commitment to artisanal crafts and alternative production methods.


For the Spring-Summer 2023 women’s collection, the SANDRO studio has created a new chapter in the history of SANDRO accessories: the RITTAH bag.

Its name is reminding of a sister or a friend of those who share our daily lives.

Its urban style is reminiscent of the 70’s universe that SANDRO has revisited for the Spring-Summer 2023 women’s collection.

The will to offer a bag that is both elegant and casual guided the creative teams in the design of RITTAH. This clutch bag is made of black nappa leather, caramel leather or off-white jacquard. Its metal chain allow for versatile cross-body or shoulder carrying.

With its assertive and contrasting imprint, RITTAH is a new expression of the SANDRO accessory know-how, and joins the signature models Yza, Kasbah and Sweet Janet.

2 – MAJE


  • Maje x Eliou

Maje and éliou are collaborating to create an exclusive custom jewelry collection based on the «Tropical Purple» capsule. ​Judith Milgrom, founder and artistic director of Maje, fell in love with the emerging accessories brand. Éliou was an obvious choice for this capsule: in addition to being made up of an all-female team, the freshness of the label founded by Cristy Mantilla and Duda Teixeira naturally extends the spirit of the capsule.

Two necklaces and two pairs of earrings will accompany this collection which includes accessories, a swimsuit and ready-to-wear pieces. ​This Maje x éliou capsule artfully blends the essence of a paradisal summer with a timeless touch. ​Each piece, hand-crafted and unique in nature, is inspired by the notion of bringing the beach to your everyday wear. ​This capsule is aimed at capturing the feeling of quintessential summer days and long summer nights. ​


The Maje x éliou collection & the Tropical Purple collection limited editions will be available in selected stores and on maje.com as of April 2023.

  • Maje Ceremony

For a wedding, holiday, special occasion, cocktail party or a work event: a low-cut metallic khaki maxi dress, a sparkly or skater dress, an ultra-feminine jumpsuit. See-through effects, subtle lace panels, embroidery and other delicate guipure.

So you can revamp your look in the blink of an eye, whatever the circumstances, night or day.





Suits, the perfect fit for a sensational neckline and cheeky backless designs. A few touches of glitter and floral embroidery. Linen suits and matching twin-sets.

Whether you’re the bride or a guest, Claudie supports her women through these major life events, from ceremonies to celebrations.

From Paris to Berlin, be part of Claudie’s Party and celebrate your most treasured moments with the Brand!


Laughing too loudly at a dinner where the wine is flowing freely, playing the adventurer for an impromptu weekend, lingering with friends over coffee.

The journey begins in Paris, continues to Deauville and Trouville, with a stop-off in Arachon before finishing at Le Hibou Blanc restaurant in Megève.

The result? A capsule built around these stages: bobs, T-shirts, bags, chunky knits and jeans. For a French way of life, endorsed by Claudie.




The open sea, the sail in the wind, the sun on your skin and the sound of silence

A tailored zipped jacket, featuring both nautical and seasonal colours with tonal stitching, the modern open-neck top made from technical nylon and filled with practical details, a canary yellow jacket with black ribbing, quilted and full of vitality, a boating blazer with a gilded embroidered badge for evenings by the water, a soft navy sweater made from a wool-cotton blend, a pair of pleated chinos, loose and with a straight waist.

  • Fursac from the streets

A photography series shot by @gauthierborsarello


Digital Elegance

1 – SMCP on Instagram

2 – SMCPress


Made with Passion


  • France – Aix (renovation)
  • France – Giverny Outlet
  • France – Cannes (renovation)
  • Spain – Madrid Pozuelo
  • Spain – Marbella Puerto Banus (renovation)
  • China – Nanchang WS Mall
  • China – Chengdu Wangfujing 2 Zongfu



  • France – Clermont Ferrand
  • France – Strabourg
  • France – Giverny Outlet
  • Spain – Madrid Pozuelo
  • China – Nanning MixC 2
  • China – Nanchang WS Mall



  • Spain – Barcelona Paseo de Gracia (renovation)
  • Spain – Madrid Pozuelo
  • France – Giverny Outlet
  • Portugal – Lisboa Amoreiras



  • France – Giverny Outlet