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a makeover
home  /  men  /  brands  /  casablanca


Charaf Tajer is a name resonating in Paris. At 33, this French Moroccan has made a name for himself through his involvement with Stéphane Ashpool's Pigalle project as well as being the manager of Le Pompon, one of the capital's most prominent bars/clubs. After spending years travelling, partying and studying architecture, the young man launched his label, Casablanca™, in 2018, named after the city where his parents first met. The label's DNA? An "après sport" feel, focused on offering easy-to-wear clothing, both timeless and gender neutral. "The main aim is to make Casablanca™ a product that you can wear whether you're 18, 19 or even 70, a little like Ralph Lauren's vintage collection," states Charaf Tajer. Entirely manufactured in Casablanca, pieces are stamped with retro references, as seen on the brand's iconic model, a towelling track suit. Colour is also one of the label's key ingredients, evoking an exotic feel, reminiscent of Moroccan landscapes. Although Casablanca™ is classed as a newcomer to the industry, it can already boast social media coverage on par with the biggest names. With thousands of followers including Caroline de Maigret, Virgil Abloh, DJ Black Coffee, Skepta, Tina Kunakey and other showbiz names, Casablanca™ is certainly the next label to follow.
Charaf Tajer names his Spring-Summer 2020 runway show, So Alegria, a collection inspired by Rio de Janeiro's vibrant atmosphere and the musical backdrop of Jorge Ben. Silk shirts are printed with colourful original motifs including palm trees, sunsets, waves and tropical island landscapes, while iconic joggers have been revamped and produced in satin.
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