A New Collaboration Rooted in Heritage
French accessible luxury brand Sandro has announced a new initiative to strengthen Mediterranean heritage and craftsmanship through a partnership with Maison Mode Méditerranée (MMM), a nonprofit fashion incubator based in Marseille. The collaboration introduces a dedicated prize aimed at supporting emerging talent, with the first recipient set to be honored in 2026.
Évelyne Chetrite, founder and artistic director of Sandro, emphasized the deeper meaning of this move. “We wanted to support a meaningful cause that reflects who we are, that could carry our values,” she told WWD. “This is what we want to do — pass something on, share our craftsmanship, our industry knowledge, and our passion for this work.”
Structure and Support of the Prize
The award will provide selected emerging designers with financial support from Sandro for two years, media visibility, and opportunities to engage in artistic and cultural projects organized by the MMM museum. By doing so, the prize not only offers funding but also fosters visibility and connections, which are often vital for young creatives trying to establish their careers.
The Roots of the Partnership
The collaboration between Sandro and MMM stems from a long-standing relationship with French artist Louis Barthélemy. Barthélemy partnered with Sandro in 2023 on a capsule collection and has close ties with Jina Luciani, president of MMM.
Their first joint effort came during the 2024 European Heritage Days, when Sandro pledged one euro for every item sold in Europe to MMM’s newly created Endowment Fund. The fund was designed to support heritage preservation, craftsmanship, and young designers in the Mediterranean and Africa. The impact of this initiative inspired the creation of the new prize.
Luciani explained: “We wanted to go even further and support talent, to act on an intention that aligns with that same direction, making it a collaborative act from both entities to push the initiative forward.”
Cultural and Personal Connections
The ethos behind the award reflects the personal histories of its founders. Évelyne Chetrite was born in Morocco, while Jina Luciani hails from Lebanon. Both share deep ties to the Mediterranean and an understanding of its cultural richness and challenges. This personal connection strengthens the authenticity of the project and underscores its cultural significance.
Broader Significance for Fashion
Beyond providing practical support, the prize symbolizes a wider movement within the fashion industry to recognize regional craftsmanship and ensure that traditional skills are not lost. By linking modern design with heritage values, Sandro and MMM are creating opportunities for young talent to innovate while honoring their roots.
This initiative also highlights Marseille’s growing reputation as a cultural hub for fashion in the Mediterranean, where art, history, and contemporary creativity intersect.
