OpinionSandro offers French style for the masses

The Gallic fashion revolution continues in Asia, with chic brand Sandro opening its first free-standing boutique in the region at IFC Mall earlier this week.

"I love the way women are in Hong Kong - they live a busy life but they love fashion," says founder Evelyne Chetrite, adding that more stores will follow, perhaps in China.

Chetrite and her husband Didier launched Sandro in 1984, as one of the pioneers of the affordable luxury category.

Chetrite, who also designs for the brand, has fashion in her blood - her sister Judith Milgrom is the founder of competitor Maje, which opened its first standalone store in Asia in Hong Kong's IFC Mall last month. The sisters also design for another French contemporary brand, Claudie Pierlot.

Chetrite embodies the unfussy chic French look that Sandro is known for. She's dressed entirely in black, and her leather jacket and chunky jewellery create a feminine yet rock'n'roll style.

While her look is distinctly Parisian, she hails from Morocco. She says it was the eclectic mix of French style and African colours that made her fall in love with fashion. "Fashion entered my life in Morocco with all the colours and beautiful fabrics. It was always a pleasure to get dressed up and enjoy beautiful things. That continued when I moved to Paris at 15," she says.