Not by Accident, I’m sure……the two Jawda Sisters, Saba and Sarah, hosted an evening at Saks, celebrating the launch of one of it’s newest collections, direct to Saks from France, Sandro and Maje. The two collections just happen to be created by two sisters…more than a coincidence I’d guess?! Just proving Sisters Rule!
One of My Red Glasses newest contributors, Payton Campbell, was on hand last week, when the adorable, fashion savvy Jawda sisters hosted a preview at Saks Galleria, for their equally style-right friends. These collections are being launched at Saks, as the first and only store in Texas to have the collections. The two new brands in contemporary sportswear are similar in feel but slightly different and with separate identities. The Parisian ready-to-wear collections, Sandro and Maje are owned by two Moroccan-born sisters, Evelyn Chetrite and Judith Milgrom that founded their respective brands in 1984 and 1998. They are part of a French group, SMCP that is made up of Sandro, Maje and Claudie Pierlot….three elegant, creative fashion brands with individual personalities, all coming together to form this group with wide international scope. They have opened a store in Paris and in Dubai last year, a dream of theirs they wish to expand much more.
Housed in Contemporary Sportswear which has become the most signifigant growth area in ladies apparel at retail these days, each brand has been able to stay true to its own DNA. Not by accident, the brands’ founders and teams have worked carefully to showcase each brand’s identity. They are desirable brands with iconic garments, unique store concepts and identity-aware communication, supported by a shared Group culture.
The figure above shows one of the many coats and sweater looks that were dominant in both brands.
While Maje gets much of its inspiration from her travels. The Sandro sister’s collection is made up of more classic, timeless pieces. Some inspired from the 60’s and 70’s inspiration. Both brands are taken with ensuring a contemporary take on high-end fashion, proposing affordable ready-to-wear fashion for women. For this reason alone, the brands have a contemporary feel but fashion that is ageless.
It should be also noted that Sandro has recently teamed up with Reebok to create a leather athletic shoe……a trend that is growing leaps and bounds on the streets right now.
Several celebrities are becoming taken with these brands, most notably of late…..Vanessa Traina and Alexa Chung have partaken in advertising campaigns.
If you are in Saks, stop in Contemporary (right next to valet entrance!!!) as I did and you will see many Fall pieces that will make great add-ons to many pieces in your closets.
