Charaf Tajer’s career is one of unexpected yet organic evolution. Born in Paris to Moroccan parents, he grew up immersed in the cultural melting pot of the city’s Tenth Arrondissement, his creative impulses shaped by both the streets of Paris and his time spent in Casablanca. A self-taught designer, Tajer carved out a niche for himself in the city’s burgeoning streetwear scene. Before Casablanca, there were other projects—like the cult favorite streetwear label Pigalle and his involvement with Parisian creative collective Pain Au Chokolat. He even curated the vibes at Le Pompon, a nightlife hub that quickly became iconic.
In 2018, Tajer turned his experiences into Casablanca, a brand that balances the laid-back ease of resort wear with the craftsmanship of Parisian atelier tradition. Debuting in the midst of fashion’s streetwear peak, Casablanca offered something else: an aesthetic that blends leisure with luxury, full of bright silks, vibrant colors, and a sense of optimism that recalls an endless summer. It didn’t take long for the brand to take off, with celebrities like Kendall Jenner and Gigi Hadid drawn to its unapologetic vibrancy. From its initial menswear focus, Casablanca has since expanded to include womenswear, leather goods, eyewear, and more—with each piece rooted in Tajer’s vision of comfort meeting sophistication.
Casablanca’s rise has been buoyed by thoughtful collaborations, from reimagining sneakers with New Balance to partnering with Bulgari on a playful, high-luxury jewelry collection. It’s a brand that isn’t afraid to think big—something evident when Tajer was named a joint winner of the LVMH Prize in 2020, and later shortlisted for the International Woolmark Prize and the Andam Grand Prize in 2021. Each accolade has underscored Casablanca’s position as a brand defining what modern luxury looks like today—one that’s as much about escapism as it is about classic elegance.
