August 23 2014

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2 posts tagged "Evelyne Chetrite"

A Sister Act Strikes Again


French brands Sandro and Maje are setting out to extend their empire into the U.S. Last year, the brands debuted their first respective New York stores, in adjoining spaces on Bleecker Street. Now they’re each opening on Prince Street—again, side by side. You’d think the stores were sister establishments, which is not quite the case. The labels, which both stock trend-driven ready-to-wear and accessories, aren’t sisters; their owners are.

For her second U.S. store, Sandro’s Evelyne Chetrite chose to make the 725-square-foot shop a women’s-only affair—ironically enough, because her menswear business is so strong. “The men’s collections are becoming more and more important and therefore much more appreciated. They need space to express themselves in their own environment, just as the womenswear does,” Chetrite says. (The men’s and women’s stores at Bleecker Street have separate entrances but connect internally.) Aside from that, the two boutiques are similar. Like the Bleecker Street location, the store has an antiqued oak wood floor and whitewashed brick walls; hanging from the racks are Spring’s best-sellers, including the Vertige green tweed jacket ($515) and the Enivrant floral blouse ($270).

Her sister, Judith Milgrom of Maje, likewise modeled her new Prince Street boutique—the label’s third in the U.S.—on her Bleecker store, inspired by a traditional Parisian apartment, with a mirrored chandelier, chevron wood floors, and gold leaf detailing. The Soho store will also be women’s only, including clothes, shoes, handbags, jewelry, and accessories; a five-piece collection of Brigitte Bardot T-shirts, called Icons Forever, launches today as well.

The neighborhood seems to suit both nicely. And while Sandro is looking for a space in Soho and planning to open in Los Angeles, according to Chetrite, Sandro’s “next store will be on Madison Avenue.” No surprise here: So will Maje’s.

Sandro, 8 Prince St., NYC; Maje, 10 Prince St., NYC.

Photos: Kyle Ericksen

America The Beautiful


French brand Sandro opened its first stateside shop in late November in New York. As it turns out, that was just the first step in incorporating a little Americana into the fold. The brand has enlisted Dree Hemingway to design a ten-piece capsule collection for Spring ’12. “The inspiration was growing up in Idaho and men’s rock climbing books from the seventies,” Hemingway tells of the collection, made up of boho-style sheer white dresses and printed maxi numbers. As for her turn as designer, she says, “I could not have done it without the guidance of Evelyne Chetrite, Sandro’s creative director.” She added, “She had to give me a bit of a reality check when I was trying to mix Navajo embroidery with huge flower details.” The collection hits stores in February.

Photos: Courtesy of Sandro