Casablanca was founded in 2018 by Charaf Tajer in Paris, after he had co-founded Pigalle (the Paris streetwear label) with Stéphane Ashpool and worked as creative director for Le Pari concept store. The brand's name and aesthetic both reference Tajer's Moroccan heritage and a fantasy of Côte d'Azur leisure travel — a particular kind of Mediterranean glamour that was largely absent from the mid-2010s streetwear conversation.
The Casablanca vocabulary settled around several immediate signatures: silk shirts with hand-illustrated trompe-l'œil prints (Casablanca's signature production technique), Afro-Mediterranean colour palettes, terry-cloth sets, tennis-club references, and a constant invocation of leisure rather than work. The 'Tennis Club' poster series, the bumper sticker logo, and Tajer's editorial direction at Casablanca's quarterly magazine all reinforce a coherent universe rather than season-by-season fashion. The brand opened its first standalone store on Rue Saint-Honoré in 2022.
Casablanca remains independent, with Tajer as CEO and creative director. The brand has shown at Paris Men's Fashion Week since 2020 and won the LVMH Prize Karl Lagerfeld Special Prize in 2020. Revenue is reportedly approaching €100M. Few designers have so cleanly carved out an aesthetic territory — Mediterranean leisure glamour — that didn't visibly exist in the market until they invented it.
Shop Secondhand
Archive and rare Casablanca pieces mostly circulate on the resale market. Japanese sites don't ship to China — buy via a proxy like Buyee; most Western sites ship internationally or are reachable with a US/EU forwarder.
Retailer list compiled from public information; actual availability may vary.
Timeline5
2018—2023·5 yrs
2018
Founded by Charaf Tajer
Former Pigalle co-founder Charaf Tajer launches Casablanca in Paris, drawing on his Moroccan and French heritage and the leisure aesthetics of the Mediterranean.
2019
LVMH Prize finalist
Casablanca is named a finalist for the LVMH Prize, gaining international attention for its silk shirts and tennis-club imagery.
2020
New Balance collaboration
Casablanca and New Balance launch their first collaboration on the 327, a partnership that becomes one of the most coveted sneaker collabs of the early 2020s.
2022
Flagship opens on Rue Saint-Honoré
Casablanca opens its first Paris flagship on Rue Saint-Honoré, designed as a transportive Mediterranean villa.
2023
First runway show in Paris
After years of presentations, Casablanca stages its first proper runway show in Paris, signalling its evolution into a fully fledged luxury house.
2018
Founded by Charaf Tajer
Former Pigalle co-founder Charaf Tajer launches Casablanca in Paris, drawing on his Moroccan and French heritage and the leisure aesthetics of the Mediterranean.
2019
LVMH Prize finalist
Casablanca is named a finalist for the LVMH Prize, gaining international attention for its silk shirts and tennis-club imagery.
2020
New Balance collaboration
Casablanca and New Balance launch their first collaboration on the 327, a partnership that becomes one of the most coveted sneaker collabs of the early 2020s.
2022
Flagship opens on Rue Saint-Honoré
Casablanca opens its first Paris flagship on Rue Saint-Honoré, designed as a transportive Mediterranean villa.
2023
First runway show in Paris
After years of presentations, Casablanca stages its first proper runway show in Paris, signalling its evolution into a fully fledged luxury house.
