PARIS — French accessible luxury brand Sandro is deepening its commitment to Mediterranean heritage and craftsmanship through a new partnership with Maison Mode Méditerranée (MMM), a nonprofit fashion organization and incubator based in Marseille.

The collaboration will see Sandro support emerging talent via the launch of the new prize, which will honor its first recipient in 2026.

“We wanted to support a meaningful cause that reflects who we are, that could carry our values,” Sandro founder and artistic director Évelyne Chetrite told WWD. “We thought, this is what we want to do — to pass something on, to share our craftsmanship, our industry knowledge, and our passion for this work.”

The Sandro prize will go to a designer who “perpetuates local or traditional textile know-how (weaving, embroidery, dyeing, knitting, sewing, etc.) in a contemporary, sustainable, collective, and territorial approach,” with ties to the region.

The winner will receive a grant of 10,000 euros and mentoring support from Sandro for two years, as well as media visibility and support for artistic and cultural projects organized by the MMM museum.

The partnership grew from a mutual relationship with French artist Louis Barthélémy, who collaborated with Sandro on a capsule collection in 2023. Barthélémy is a longtime friend of MMM president Jina Luciani.

They first joined forces during the 2024 European Heritage Days, when the brand donated one euro for every item sold in Europe to MMM’s newly established Endowment Fund. The fund was established to promote heritage preservation, craftsmanship and emerging talent in the Mediterranean and Africa.

The first partnership had a lasting impact, and the award stems from this work. “We wanted to go even further and support a talent, support an intention that aligned with that same direction, making it a collaborative act from both entities to push the initiative forward,” said Luciani.

The prize’s ethos echoes the founders’ personal histories and ties to the Mediterranean region, with Chetrite originally hailing from Morocco and Luciani from Lebanon.

“The country taught me a lot, and nourished me deeply through its art and colors — the colors of nature, the colors of fabrics — and the mindset of the people,” said Chetrite on her creative inspiration. “There is always a duty and a will to share: to share a good meal, to share in making a rug together, and that opened my mind a lot — even for working with teams here at Sandro.”

Luciani emphasized Marseille’s growing cultural importance, and MMM’s history of supporting emerging artists for 30 years. The museum hosts exhibitions focused on craftsmanship and design, alongside workshops for the public. She also highlighted MMM’s involvement with multiple Marseille institutions, including the Museum of Fashion and the Museum of Contemporary Art.

“Art, in general, is a cultural expression, and when we engage with art, we’re also engaging with the expression of a place. It’s inspiring, because we draw from that world to create something that, through textiles, becomes clothing,” she said.

Sandro’s partnerships with the art world extend beyond the prize. In addition to the collaboration with Barthélémy, it recently created a capsule with the works of Louise Bourgeois and staged its most recent fashion week presentation at the newly revamped Bourdelle Museum in Paris, framing its latest ad campaign as a gallery exhibit.

“Sandro is very connected to art,” Chetrite said. “It’s always for the same reason: I’m attached to artists who bring both heart and creativity, and transform something. It only works if it’s heartfelt.”

Chetrite insisted that the brand’s engagement with art is not merely a marketing strategy to stand out in the increasingly crowded fashion landscape.

“We’re not drawn to art just to become a well-known brand or create an identity — it’s because we truly love it. And that’s why this project with MMM interested me — because it resonates with my truth. And when something has meaning, I believe it can truly come to life and move in the right direction.”

The Sandro MMM Prize will emphasize advancing artistic creation and craftsmanship in contemporary ways. “When we take inspiration from art, and collaborate with Évelyne and her teams, we can bring projects to life that are grounded in authenticity and identity,” Luciani said. “We want a better tomorrow.”

Chetrite described the prize as a new kind of supply chain — a “chain of good values.” At its core, the prize aims to preserve heritage, craftsmanship and know-how.

“There’s a link to design, because it’s tied to respecting things. If we’re respectful — whether it’s of people or creations — then hopefully, the person who wins the prize will go on to create something meaningful from the experience,” Chetrite said.

“There will be real follow-up with the creators, helping them reach a new stage — one that helps them grow and eventually create their own chain of transmission in their own communities,” Luciani said. “There are very few houses doing this kind of work, and that’s why our teams here are so dedicated to supporting these creators.”

Both partners indicated their long-term commitment to the initiative, and hinted at future additions such as featuring prize-winning designs in Sandro boutiques.

Sandro’s next major presentation will take place on Oct. 6 at the National Library of France. “At the brand, we always try to do things that resonate with both fashion and world culture — especially because today, we read less and just look at our phones. So let’s promote the library,” Chetrite said.

There will be five MMM prizes in all, with Chanel’s 19M also backing one, as well as other prizes dedicated to heritage, fashion research and accessories and jewelry creation. Applications are open until Oct. 30.