Maje is the edgiest SMCP brand — rock-meets-Parisian-chic womenswear from Judith Milgrom since 1998, with a digital-first loyalty ecosystem and boutiques across 35+ countries.
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See all ads on AdLibrary →Maje is a Parisian contemporary womenswear brand founded in 1998 by Judith Milgrom and part of the SMCP Group. The brand's rock-meets-Parisian-chic identity — sensual, slightly edgy, feminine — differentiates it from sister brands Sandro and Claudie Pierlot. Maje sells through boutiques in 35+ countries and its DTC e-commerce, backed by SMCP's digital infrastructure.
Maje's advertising projects the brand's distinctive rock-Parisian identity with more edge than sister brands Sandro and Claudie Pierlot. Seasonal campaign creative tends toward moodier, more fashion-forward imagery. SMCP's loyalty data enables sophisticated retargeting. See Maje's ad creative on AdLibrary to study how the brand differentiates within the SMCP portfolio.
Instagram is central to Maje's brand identity — the rock-Parisian aesthetic suits the platform's fashion-forward editorial style. Facebook handles retargeting and loyalty campaigns. The brand targets fashion-forward women aged 25–45 in France, the US, UK, and East Asia with distinct creative for each market.
Themes include Parisian femininity with a rock edge, seasonal collection launches, sensual silhouettes, and the brand's signature jewellery and boot styling. Copy is confident and slightly irreverent — different in tone from the more classic Sandro or romantic Claudie Pierlot.
Maje illustrates the power of clear brand differentiation within a multi-brand portfolio. Within SMCP, each brand serves a distinct aesthetic identity — Maje's rock-edge differentiator captures customers who find Sandro too conservative. For brand portfolio managers, Maje vs. Sandro is a model study in how to run sibling brands without cannibalisation.
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