Evelyne Chétrite, founder of cult French label Sandro, loves a faded Levi’s

Forty years is a long time to stay relevant in the ever-changing and fast-paced world of fashion. Yet, Sandro, the label synonymous with effortless Parisian chic founded by Evelyne Chétrite, has not only kept up with the times but has flourished, becoming a cult favourite amongst cool girls and discerning style enthusiasts around the world (Gigi Hadid, Kate Middleton, and Taylor Swift included).

Born and raised in Morocco, Chétrite recalls being surrounded by fashion while growing up. Her grandfather had a shirt shop, while her aunt was a seamstress who made all her clothes to measure. She started Sandro along with her husband Didier in 1984 with the idea of making quality clothing more accessible. At the time, Parisian women had limited options: high-end luxury houses or department stores that sold inexpensive, low-quality clothing. After finding success working with multi-designer retail stores, the duo opened the first Sandro boutique on rue Vieille-du-Temple in the heart of the fashionable Marais district in Paris in 2004. Today, the brand has over 750 touch points worldwide, including a newly opened 1,600-square-foot boutique in Mumbai’s Jio World Drive. Sandro even has a menswear line, which is headed by Chétrite’s son Ilan.

Part of Sandro’s enduring appeal lies in its ability to offer pieces that effortlessly pull double duty. The brand offers elevated basics (often with an unexpected yet delightful design element) that can transition effortlessly from a day in the office to cocktail hour. Think a Breton striped knit t-shirt with a rhinestone-embellished collar, an asymmetrical pleated skirt with a side slit, luxurious cashmere jumpers or sensible tweed jackets.

Below, Chétrite talks shop, style, and reveals her favourite vintage haunt in Paris.

It has been 40 years since you founded Sandro. What’s changed?

Everything and nothing at the same time. Times have changed but we still have the same attention to excellence, the focus on detail in every piece, the passion for the brand, and the constant renewal of designs.

To what extent does Sandro reflect your personal style?

Sandro is very close to how I dress. It’s understated and minimalist, with a touch of originality. We play with masculine and feminine codes a lot, which I often do myself.

What’s your daily uniform?

A men’s cotton shirt, or a grey cashmere crewneck sweater, paired with jeans or a pleated skirt, and running sneakers or leather loafers. I’m definitely a fan of flat shoes as I prioritise functionality while keeping it casual and chic. Chic is a quality I’ve learnt from my father—he wears a suit even to go to the supermarket.

You worked in vintage boutiques while you were a student. Do you still shop vintage?

I still shop vintage, particularly to find designer pieces I admire, like Alaïa, or to discover beautifully faded vintage Levi’s jeans. One of my favourite secret spots in Paris is Anouschka, which carries a very exclusive, high-end selection of clothing and accessories.

You wear a lot of jeans. Where can one find the best ones?

In Japan! I adore Japanese denim fabrics—they’re the most exquisite textiles.

Where do you go when you want to feel inspired?

Inspiration can come from anywhere—especially the street. You just need to keep your eyes open. I travel with a kind of camera in my eyes. A glance, a colour, or a cut can spark an entire collection.

Do you have hobbies that might surprise people?

Cooking!

Do you take criticism seriously?

I value feedback when it’s kind and constructive. You can’t be narrow-minded; otherwise, you won’t progress. My professional growth has been shaped by criticism, especially from our salespeople—I love listening to them; it fuels me.

How do you disconnect from work?

Weekends are a very special time, entirely dedicated to family and nothing else. We often have family lunches or dinners, which is very important to me.

What is one item you can’t live without?

A book of any kind—spiritual, a novel, cooking, or educational. I always have a book with me.