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CELEBRATING SANDRO: It was chic overload when Sandro threw an event Thursday night at the Chateau Marmont that packed Bungalow 1 and forced crowds of black-clad cool kids to wait outside at the hotel’s entrance until the party thinned out. The lucky guests inside, including Emma Roberts, Jaime King, Hilary Rhoda and Emmy Rossum, sipped Champagne, and took in sets by DJ Chris Holmes and a performance from Minneapolis synth-pop act Poliça.
Earlier in the day, Sandro designer Evelyne Chetrite, who founded Sandro with her husband Didier Chetrite in 1984, was in an unquestionably less teeming space when she stopped by the French contemporary brand’s location on Beverly Drive in Beverly Hills to talk shop. Even though Sandro now has more than 350 stores worldwide, Chetrite noted its global reach hasn’t changed her approach to designing clothes. “It is only when an interview is being conducted that I know how many stores we have. Otherwise, I don’t even think about how many stores. I just think one at a time,” she said.
She added that private equity firm Kohlberg Kravis Roberts & Co.’s purchase of Sandro last year along with Maje and Claudie Pierlot hasn’t made her creative process any different. “They respect the creative side, but allow the brand to expand more rapidly internationally,” she said. In the U.S., Sandro has 15 boutiques and is available at 28 Bloomingdale’s, 12 Nordstrom and four Hudson Bay stores. It’s next opening in the U.S. will be an outlet at Desert Hills Premium Outlets in Cabazon, Calif.
To win over American customers, Chetrite said, “We have to pay attention to the difference between French women and American women because they may both love fashion, but there are differences between them. We also always have to pay attention to the competition and not put it aside and ignore it.”