Creative designer of Sandro menswear, Ilan Chetrite, takes a moment to converse with AMDmode about his success and experience with Sandro, the bond of a mother and son and a family business that is now an multinational empire.
What is it like to be designing for a family label as compared to what you think it would be like to start a label of your own?
Actually there are so many advantages working with your family. This is a daily happiness! We also have conformed interests that help to mix business and family. To be honest I don’t remember a particular time when I started being interested in fashion – I studied Economics and I was seeing myself more as a trader than a creative director! I believe my involvement in Sandro came naturally when the Women’s range started to have a great success. When joining the family business in 2008, my first idea was to bring a real added value to the brand. Then I have started to imagine in which way our vision could be understood. This gave birth to Sandro Homme!
When and how was your passion for fashion born?
I don’t remember a particular time when I started being interested in fashion, it just came naturally even if I actually studied Economics and I was seeing myself more as a trader than a creative director. Indeed, my involvement in Sandro began when the Women’s range started to have a great success. I immediately told myself this brand should not only talk to women but to everyone. Then I started to imagine in which way our vision could be understood. This gave birth to Sandro Homme in 2008.
Who is your ideal customer?
I don’t have any ideal customer, everybody is welcome at Sandro!
How do you create your mood board and inspiration?
We do a lot of vintage research with my team and we often travel to search for inspiration but after all, I guess it always starts with a natural feeling.
Over time we actually have completed an archive library which became an essential element in our creation process. This allows us to capitalize on a modern reinterpretation of timeless pieces while reinventing a story every season.
Sandro is a brand that is making a debut in the Middle East, with a big presence in Europe and US, what does this region mean to you?
Dubai is a fascinating city in constant development where everything seems to be possible. This is also becoming an important market place for the fashion industry.
We are very excited with the launch of our 4 stores in Dubai Mall, Yas Mall, Dubai Festival City and Dubai Marina Mall.
What is your perception of Middle Eastern Men?
To be honest I don’t know him that much yet, but I have the feeling that he is very traditionalist with a great desire of future.
In your opinion and in terms of style, how would you describe the European French Sandro man versus the Middle Eastern?
I feel there is less and less style borders between major cities with the spread of internet. Our clients have the same desires from Paris to NYC including Dubai: they are all looking for beautiful and original modern pieces or basics
How possible is it to see Sandro Men Show during Paris Fashion Week?
We felt the brand was mature enough, in term of style, to show our collection to international press. Season after season, we became more and more confident in our stylistic choices and it felt natural for us to be part of this event.
Tell us more about the art inspiration that we always see in Sandro Homme.
Indeed Art is a strong source of inspiration – I also collect contemporary art.
We’ve first introduced art in our FW14-15 campaign that was shot in a painting Parisian atelier. This is a very important part of the Sandro DNA – a territory we tend to explore each season creating links between our collections and the art scene. Also the brand will be featured during Art Basel Miami in December – that’s something which I am very excited about.
Tell us more about the SS 16 Collection, and what’s new in the new collection.
For SS16 I tried to depict a man who is timeless. A modern guy you couldn’t put a stamp on. I was inspired by icons of cool such as Chet Baker and John Lurie and I liked the fact that these characters are controversial. This season’s silhouette is urban, unrestricted by labels, and effortlessly stylish. Plus we’ve been working on fluid fabrics and oversized volumes for a flowing look result which is a quite new element within our collections.
What’s next with the Brand?
Remain humble and keep offering beautiful, high-quality, and stylish collections to our customers. We strive to always ensure our clients are happy and inspired by every Sandro piece they purchase and wear.