Casablanca, the brand that captures the essence of a lifestyle

Have you ever felt that certain brands capture the essence of a lifestyle? The story of Casablanca serves as an inspiring example of how personal experiences and unique relationships can become a brand’s defining feature, resonating deeply with a global audience.

Founded in 2018 by Charaf Tajer, Casablanca embodies the designer’s unique aesthetic vision, deeply rooted in his experience of living between two cultures. Charaf’s parents met in a clothing workshop in Casablanca, Morocco, a city that became the brand’s namesake. Later, they moved to Paris, where Charaf grew up surrounded by a wealth of visual and cultural influences.

Although his initial academic pursuit was in architecture, Charaf discovered that fashion design offered a more suitable canvas for expressing his artistic sensibilities and his passion for travel. These elements are central to Casablanca’s DNA.

Charaf’s journey in Paris brought him into the orbit of Le Pompon, an exclusive nightclub where he crossed paths with influential figures in fashion and music. Among them was Virgil Abloh, who performed some of his first DJ sets at this venue. The relationships Charaf built in this creative hub not only expanded his aesthetic perspective but also paved the way for professional growth. Leveraging these connections, Charaf collaborated with the fashion brand Pigalle before establishing Casablanca.

The brand draws its inspiration from a diverse palette of influences: Art Deco’s timeless elegance, the pastel hues of a summer sunset, and the refined aesthetics of tennis culture. Charaf often describes the brand’s ethos as evoking the feeling of “eternal vacations,” a reflection of his life of constant travel and his pursuit of tranquility.

However, Casablanca isn’t just about creating luxurious garments. It’s about offering a lifestyle—a reward for hard work, encapsulated in pieces that are as comfortable as they are elegant. This philosophy resonates with a clientele that values meaning in their clothing.

Despite being relatively new, Casablanca has already made a significant impact in the fashion world. It has attracted high-profile fans such as Travis Scott and Skepta, while also securing collaborations with prestigious brands like Bulgari and New Balance. Each of these partnerships reflects the brand’s ability to merge its unique aesthetic with the legacy of established names.

At its core, Casablanca is a testament to how personal narratives, authentic relationships, and cross-cultural inspirations can be transformed into a brand identity that feels both timeless and contemporary.