Why Sandro Paris’ India launch is a milestone for Parisian fashion

If Parisian chic were a brand, it would be Sandro Paris. Known for its refined yet modern approach to fashion, Sandro strikes a perfect balance between timeless elegance and contemporary minimalism. But what truly sets it apart is its unmistakably French aesthetic, not to mention it seamlessly blends masculine and feminine elements to create pieces that resonate with the style and trends of today. And now, the brand has brought this aesthetic to India, launching its first store in Jio World Drive. 

At the heart of this expansion is Evelyne Chetrite, Sandro’s founder and artistic director, whose journey is as fascinating as the brand itself. Born in Rabat, Morocco, and shaped by the vibrant hues of her childhood and her grandfather’s shirt shop, Chetrite’s design philosophy fuses heritage with a bold, forward-thinking vision. Harper's Bazaar India caught up with Chetrite to learn more about Sandro’s legacy, her creative roots, and how she envisions bringing Parisian style to India’s fashion scene.

From Paris to the World: The Sandro Journey

Sandro's humble beginnings can be traced back to 1984 before the brand had its own roots. Back then, it focused solely on women's fashion that was sold in multi-brand stores. It wasn't until 2004, when the brand opened its first standalone store on the iconic Rue Vieille du Temple, that things truly began to shift. “Stepping away and opening our own boutique was a necessary move to help the brand evolve and gave us full control of its identity,” Chetrite adds.

That bold move proved to be exactly what Sandro needed, setting the stage for rapid growth. Within just a few years, the brand was making waves internationally. By 2011, Sandro had opened its first US store in New York City, marking the start of a global expansion that soon saw the brand reaching major fashion capitals around the world. Today, Sandro is present in over 40 countries, with stores in cities like Los Angeles, Milan, London, and now, India.

Even as Sandro’s footprint continues to grow, its essence remains unchanged. The brand's signature blend of Parisian chic and timeless craftsmanship shines through in every piece, adapting to new trends without losing its identity. As Chetrite explains, “It’s a delicate balance to strike. You need to bring innovation and creativity, but also have the conviction to establish stylistic signatures.”

The Signature Style: A Fusion of Timelessness and Trends

With its Mumbai store, Sandro is bringing its unique brand of French sophistication to a new audience, offering something that feels both cosmopolitan and deeply connected to the artistry of the world around it.

One of the brand’s trademarks is its ability to combine masculine and feminine elements, creating silhouettes that feel both strong and soft. “I take inspiration from my family, the people who contribute to the brand, and from my everyday surroundings,” Chetrite shares. “I love sitting at a café, soaking up the vibrant energy of Paris. I often say that my eyes are like a camera—I travel with a camera in my mind.”

This harmonious blend of masculinity and femininity is reflected in every piece, from the sharp lines of a tailored blazer to the gentle flow of a dress. It’s this balance that gives Sandro its timeless allure, while still embracing the spirit of modern fashion.

From Morocco to Paris to India

The brand's distinctive approach to design can be traced back to Evelyne Chetrite’s childhood in Rabat, Morocco. Her early years were steeped in vibrant colours, intricate craftsmanship, and a deep respect for artisanal work, which shaped her understanding of quality and detail. Her grandfather’s sewing workshop and her mother’s handmade kaftans, adorned with silver belts were particularly pivotal influences. “I grew up surrounded by craftsmanship,” she recalls. “These were powerful images that left me with a strong attachment to quality and a deep passion for my work.” And this love for detail and fine craftsmanship has remained at the heart of Sandro.

Reflecting on her upbringing, Chetrite sees a strong connection between her Moroccan roots and India’s own rich tradition of craft. “The love for colours, craftsmanship, and the attention to detail—we have a lot in common with Indian customers,” she says. “It just feels like a natural fit for Sandro.”

With the brand setting foot in India, the blend of Parisian elegance and India’s bold, colourful fashion sensibilities feels perfectly timed. Sandro’s commitment to quality and craftsmanship speaks directly to Indian consumers, who have always had an appreciation for intricate, artisanal designs. “I have a great admiration for Indian craftsmanship,” Chetrite adds. “India is a country that continues to grow, and I hope Indian women will enjoy wearing our collections as much as we enjoy creating them.”

The opening of Sandro’s first store in Mumbai brings a piece of Parisian chic to Indian shoppers, offering the brand’s signature style while embracing the tastes of the local market. The debut marks a natural and exciting next step in Sandro’s global journey, merging its French heritage with India’s timeless appreciation for art and detail.

Sandro’s Vision for India

Looking ahead, Sandro’s future in India is filled with excitement. The brand’s flagship store in Mumbai has been designed with eco-consciousness in mind—a warm, artistic space that goes beyond luxury fashion to offer a truly immersive experience. “We see our stores as more than just places to shop. They’re spaces where we offer beautiful creations and a special moment,” Chetrite says.

Though still in its early days in India, Chetrite is optimistic about what lies ahead. “India is an exciting and promising market for Sandro,” she shares. “Opening our first flagship store here is a key step in introducing the brand to such a vibrant, dynamic audience. We want to connect with Indian consumers by offering our signature French chic while embracing local sensibilities.”

Sandro’s entry into India marks an exciting new chapter in its global journey. Evelyne Chetrite’s passion for craftsmanship, design, and quality continues to resonate with fashion lovers around the world. As Sandro brings Parisian chic to India, the brand remains committed to creating designs that are both timeless and modern, always with a deep respect for local cultures. The journey is just beginning, and the future here looks incredibly promising.

All images: Tandem Communications 

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