What the garment is and where it came from
Casablanca is a Paris fashion label, listed in the material as Casablanca Paris and described as a French designer label. Charaf Tajer founded it in 2018. He was born in Paris, his Moroccan heritage is part of the brand’s identity, and his parents were Moroccan immigrants who met in a textile workshop, and he first studied architecture before teaching himself design. Before the label he co-founded the Parisian streetwear brand Pigalle in 2008 and worked with Off-White and Virgil Abloh. The label began as menswear on a budget of just $3,000 and showed its first collection in Paris in January 2019.
How it works, in terms someone would actually use
The label is known for what the material calls an après-sport aesthetic: French tailoring merged with contemporary streetwear into a modern take on designer leisurewear. The first collection used bold blocks of colour and prints reminiscent of natural landscapes, and the brand is known for its hand-painted prints. Reviewers note recurring tennis-inspired motifs, and the first flagship’s interiors reflect a tennis-influenced aesthetic. The material gives no fabric weights, mills or cuts, so none are stated here. It does record the 2021 International Woolmark Prize entry, in Merino wool, with padded oil capsules that released a citric fragrance.
What it gets right
It has a recognisable visual identity, which the material says major editorial boards consistently acknowledge. It was one of eight finalists for the 2020 LVMH Prize. All finalists ended up recognised as joint winners. It was also a finalist for the 2021 Woolmark Prize and shortlisted for the ANDAM Grand Prize that year. Reviewers called the SS23 Mexico-inspired show unapologetically flamboyant and praised the SS24 Nigeria collection for staying coherent with the brand’s look. They described AW24, inspired by Ancient Rome, as a Mediterranean take on après-sport. They called SS26 bright but controlled.
What it does not
Not every season landed. The SS23 show drew concern about live animals on the runway. Reviewers said the SS24 tennis motifs risked monotony. For AW24 they found that the title, a reference to a Björk song, did not quite match the designs. The Los Angeles collection for SS25 was praised for being layered and vibrant, though critics flagged a risk of cultural appropriation.
What it changed
For the label itself, a lot. Tajer started on $3,000 and by the time of the material the brand sells in over 300 luxury retailers, among them Harvey Nichols and Selfridges. It added womenswear with AW21, and accessories. In June 2023 it was restructured into a new company, Casablanca Paris Ltd, to expand its range and strengthen its finances while keeping its creative team and leadership. In June 2025 it opened a three-storey flagship at 62 Rue du Faubourg Saint-Honoré in Paris. Tajer called it a real milestone, a move from digitally native to direct-to-consumer. A second flagship opened in Beverly Hills later that year.
Who it is for, and who it is not
It suits people who like colour, print and a leisurewear feel in clothes sold at luxury level. The material gives no prices or sizing. It is a poor fit for someone who wants quiet clothes, since critics describe a bold visual identity, and Tajer says he wants it to rank among the big French houses in 20 to 30 years.
Is it worth your time
Yes, if you follow Paris fashion where streetwear meets luxury. In under a decade it went from a $3,000 start to prize shortlists, two flagships and 300-plus stockists. The reviews are a fair guide: a strong look, and some seasons that stretch their themes.
