• Fashion

“India is an Incredible Source of Inspiration for Me, and I Want to Connect With the Hearts of Indian Women”

With Sandro’s foray into the country, The Word. chats with Evelyne Chétrite, Founder and Artistic Director of the French label.
  • ByMeghna Sharma

Evelyne Chétrite, Founder and Artistic Director of Sandro

The Word.: What makes Sandro’s philosophy, essence, and design unique?
Evelyne Chétrite: “My approach to fashion combines Parisian elegance, modernity, and craftsmanship, while offering garments with a strong and timeless identity. Sandro embodies modern and accessible fashion. Unlike traditional luxury brands, we offer high-end pieces with a youthful, contemporary, and affordable approach. Our DNA is based on a subtle balance between classicism and modernity.”

TW.: Tell us about the early artistic influences that shaped your style, particularly in your childhood.
EC: “I would, of course, say my native Morocco. I grew up in Rabat, Morocco. My grandfather had a shirt-making workshop, and my aunt was a seamstress. All our clothes were handmade.

From those years, I have retained a deep attachment to craftsmanship. I still have strong memories and vivid flashes from Morocco that continue to inspire me today—the light, the colours, and the vibrant energy of the souks.”

TW.: What was your vision for Sandro when the brand launched in 1984? And how has that vision evolved over the years?
EC: “We had to create chic fashion on a limited budget, and I suppose that eventually became Sandro’s philosophy. When we started in 1984, there was nothing like it in France. There were high-end designers on one side and, on the other, Tati, a very cheap store. There was nothing in between. We wanted to democratize fashion, to make it more accessible, and to offer both creativity and quality to our customers. This vision of fashion remains unchanged today—it is our guiding principle.”

TW.: What was the very first piece you created for Sandro?
EC: “It was a dress.”

TW.: If you had to describe your personal style in one word, it would be…
EC: “My style is about feeling comfortable in my clothes every day so that I can easily move from one meeting to another. I like to be at ease in what I wear while still looking chic!

During the day, you’ll often see me in flats—either loafers or sneakers—paired with elegant trousers or vintage denim, and a grey cashmere sweater or a cotton poplin shirt.”

TW.: Sandro recently celebrated its 40th anniversary. Would you like to share your key learnings as a successful businesswoman?
EC: “The advice I often give to people starting in the industry is to never give up.”

TW.: With the global push towards sustainability, what steps is Sandro taking to respect the planet?
EC: “For several years, we have been actively committed to sustainability to minimise our environmental impact and promote responsible practices. This includes increasing our use of eco-friendly materials such as organic cotton and RWS-certified wool, adopting more sustainable production processes, like eco-friendly denim washing, and making social and environmental commitments. We strive to take action wherever we can.”

TW.: We heard that you worked in vintage boutiques before launching the brand. Do you still invest in vintage pieces?
EC: “Yes, and my collection is quite diverse. I love designer pieces—Alaïa, for example—as well as Japanese denim pieces.
My favourite vintage item from your wardrobe is a super-cool vintage denim pants from Japan.”

TW.: While Sandro is known for its effortlessly Parisian styles, has India ever influenced your design language?
EC: “Yes, and quite recently in 2024, the Spring/Summer 2024 collection. India is an incredible source of inspiration. We designed some pieces directly inspired by Indian aesthetics. India is full of colours, nature, and spices. This vibrant energy touches me deeply because India’s richness reminds me of my childhood in Morocco.

I have immense admiration for Indian craftsmanship. India has always been, for me, a country that commands respect, one whose constant evolution I admire. It reminds me of my native Morocco in its strength, its colours, and its deep sense of craftsmanship—values that are very important to me. My desire is to connect with the hearts of Indian women.”

TW.: How has Sandro evolved as a brand over the years?
EC: “Sandro has grown significantly. We transitioned from selling in multi-brand boutiques to opening our first store in Le Marais, Paris, and now we have more than 700 points of sale worldwide.

However, one of our founding values has remained unchanged: family. Sandro was built on a beautiful family story, and this value is still at the heart of the brand. For me, it is an essential aspect that we continue to uphold after all these years.”

TW.: What are your hopes for the brand regarding Indian consumers?
EC: “I hope that the women and men of India will get to know us and fall in love with Sandro’s design and aesthetics. We hope they will embrace our creations and take as much pleasure in wearing them as we did in designing them.”

Sandro's flagship store at Jio World Drive, Mumbai

TW.: Who is the Sandro woman, in your opinion?
EC: “The Sandro woman is chic, feminine, with a touch of androgyny. She is confident and independent. She seeks beautiful, modern, and unique pieces. She loves to travel and draws inspiration from the world’s creativity. She doesn’t conform to the rules. She is highly attuned to trends—she is free and plays with fashion!”

TW.: What are three things you cannot live without?
EC: “A book, a notebook where I jot down ideas, and pictures of my family.”

TW.: What is the special ingredient you add to everything?
EC: “In both cooking and fashion, one keeps their recipes and ingredients to themselves. But I firmly believe that nothing can be done without passion and complete dedication. This passion is part of my personality and my philosophy of life.”

TW.: Is there a place or city you love to visit for creative inspiration?
EC: “There isn’t one particular city that comes to mind. Inspiration is everywhere—in the streets, in art galleries. I often say that I travel with a camera in my eyes—a single vision can inspire an entire season. You just have to stay receptive and keep your heart open.”