About
Casablanca

Founded in Paris in 2018 by creative director Charaf Tajer, Casablanca Paris is a fashion house that pairs luxury sportswear with traditional Neapolitan tailoring. The collections draw on tennis, leisure and après-sport, French savoir-faire and Moroccan heritage, all expressed through signature artwork, vibrant colour and a love of travel.

Guided by a vision to see the beauty of the world, Casablanca offers a brighter perspective - a life lived in colour. In a world that can often feel dark, it creates joy and a sense of infinite possibility.

At the heart of Casablanca is the merging of two cultures: the house takes its name from the Moroccan city where Tajer's parents met while working in a couture atelier. Having grown up between Paris and Casablanca, Tajer carries memories of the city's architecture and warmth into every collection, from whitewashed façades to Atlantic blues and ochre textiles. Just as important is his belief in building worlds rather than simply designing clothes, drawing on influences from across fashion, music, art and nightlife.

Casablanca presented its first full collection during the Fall-Winter 2019 Men's Paris Fashion Week. Its bold blocks of colour and landscape-inspired prints marked it out among a new generation of independent ready-to-wear labels, and within two years it was named one of eight joint winners of the 2020 LVMH Prize. 

In 2021, the brand was a finalist for both the International Woolmark Prize and the ANDAM Fashion Award. In 2022 Tajer joined the BoF 500 and was named one of GQ's Men of the Year, and in 2024 Fashion Trust Arabia named him Entrepreneur of the Year. Collaborations with New Balance, Globe-Trotter, Caviar Kaspia and Bulgari – Casablanca's first partnership with a major luxury house – have taken the brand well beyond ready-to-wear.

Designed for the court, the city and everywhere in between, Casablanca's après-sport is playful and celebratory, with a palette drawn from clay courts and classic tennis whites. This is resort dressing for the moment of transition: the match is over, the afternoon is fading and the evening is still ahead.

Colour is the most recognisable signature of the Casablanca aesthetic, with terracotta rooftops, tropical gardens and Mediterranean light translated into rich earth tones, vivid accents and clean neutrals.

Prints draw on architecture, nature, travel and the decorative arts, while the laurel motif, the diamond monogram and sporting references return each season with a new story to tell.

The same care extends to materials and tailoring: Casablanca's silk shirts, knitwear sets and terrycloth pieces combine texture, movement and ease, and traditional atelier techniques are reworked for designs made to last well beyond a single season.

Casablanca Paris began as a menswear label before introducing womenswear in 2020, and has since added leather goods, jewellery, eyewear and footwear. Tailoring, prints, colour and sportswear move freely between collections, so the wardrobe has grown without losing its original character: the freedom to dress for the pleasure of the moment.

Casablanca continues to evolve while staying grounded in the values that defined it from the start: optimism, escapism, community and an appreciation for everyday rituals. Its collections are made with a network of specialist partners, each chosen for a particular material or technique, from fine Italian silks to precise tailoring.

Today, Casablanca is available worldwide through its online store, flagship stores in Paris and Los Angeles, and leading stockists including Le Bon Marché, Galeries Lafayette, Selfridges, Browns, Flannels, Maxfield, Mr Porter and Net-a-Porter. Wherever it goes, Casablanca Paris remains a house in motion – always looking at the beauty of the world.