FASHION BUSINESS

SECTION TWO
YEAR ONE

JANA MONLA
RAINA GHASHI
GABRIELLA BULDO
FELICITAS LOLLERT
Dear Reader,

This book's goal is to explore, gather data and analyze Casablanca Paris from a
technical and conceptual standpoint. Embarking on this book with zero knowledge
of Casablanca was challenging. Our exploration led us through a mix of stress, a lot of
learning and good times. As we delved deeper into the brand›s essence, we gradually
started to understand it.
Writing this book was like playing a tennis match. Everything in it was planned like a
move on the court, sometimes having to be improvised. Yes, we made mistakes along
the way but we persisted in trying our hardest and always learning from them. And now
here it is, our final book and the outcome of our hard work, a project we are immensely
proud of and that Charaf would definitely approve of.
Think of this book as your guide to Casablanca, a glimpse into our journey over this
last couple of months. So sit back dear reader and enjoy reading it as much as we
enjoyed creating it.
 TABLE
CONTENTS
Chapter Page

١ What Makes Casablanca? 1

٢ Brand Positioning 35
٣ Media Aesthetics &Visual Narrative 80
٤ Embodiment & Faces 89
٥ Brand Narrative 95
٦ Brand & Society 108
٧ Brand Inspirations 114
٨ Creative Project Idea 130

OF CONTENTS
1
 ١

CHAPTER

WHAT MAKES
CASABLANCA?
2
3
Charaf Tajer:
The Man Behind It All
Born in 1984, Charaf Tajer is the founder and creator of Casablanca. He grew up
between the streets of Casablanca and the Tenth Arrondissement of Paris and fell
in love with French culture as he accompanied his mother while she cleaned homes
in the fancy neighborhoods of the city. As a self-taught creative director, he began
his career by launching a popular nightclub named Le Pompom in Paris and co-
founded the streetwear brand Pigalle with Stéphane Ashpool. He then collaborated
with Virgil Abloh for Off-White, Pain au Chokolat and Supreme. Tajer founded
Casablanca in 2018 as a sports-themed brand after gaining financial and social
support to launch his own fashion label thanks to his well-established reputation
and industry recognition.

Before launching Casablanca, Charaf Tajer set up an Instagram that gathered

attention for his concept and innovative ideas. Later, the designer invited insiders
in the fashion industry from all around the world to a launch party at his mother's
house in Paris, which was appealing to their natural curiosity about the new brand.

The brand originally started as a menswear label and then branched out into
womenswear, footwear, jewelry, eyewear and leather goods. Womenswear's rise
to success was assisted by the celebrity endorsement of personalities like Kendall
Jenner and Gigi Hadid. Charaf received the LVMH Prize in 2020 and in the following
year, was a finalist for the International Woolmark Prize and the Andam Grand Prize,
two prestigious fashion awards that recognize designers and fashion professionals
around the globe.

4
 VISION
Charef Tajer plans on positioning Casablanca
into a full lifestyle brand with potential to
compete with high luxury french brands. As he
said, "I would love for Casablanca in the next,
years to be one of those big houses that we all
know, like Hermès, Chanel or Saint Laurent,"
and continued, "My ambition is to be one of those
guys, without being pretentious, of course."

VALUES
As Casablanca has its origins based on Morocco,
a North African country that still struggles
with the consequences of its colonial past, the
brand supports organizations that fight against
discrimination.

5
 MISSION
Celebrity endorsements and partnerships with
other fashion brands were important drivers of
Casablanca's expansion and are expected to be
kept as a strategy for the brand as they drive
both sales and public awareness.

PHILOSOPHY
The brand's philosophy revolves around
being positive not only during happy times
but also making an effort to find the bright side
of difficult times, bringing people together
instead of dividing them in categories and
lastly, expressing thankfulness to one another.
By establishing a space through fashion where
people can express themselves authentically
and have a sense of community.

6
 BRAND
IDENTITY
PRISM
Physique
Use of bright colors combined with light natural materials such as silk and cotton and handmade
embroidery. A retro-style, terry-cloth tracksuit.

Relationship
People of all ages trust Casablanca, and it's not a quiet luxury item; it brings life to their wardrobes.

Reflection
The ideal customer is someone from the leisure class who returns every season, not always knowing
what they want but always falling in love with a piece or another.

Personality
Luxurious, cultural and lively

Culture
Based on their values and the fusion of Parisian and Moroccan cultures, together with quality and
sustainable production practices.

Self image
Customers who dress in the brand's elegance with its fashionable manner, similarly to the celebrities
who also do it, have a Parisian style with a dash of Moroccan charm.

7
8
 COLLECTIONS

So far, Casablanca Paris has released

14 mainline collections, including
Fall 2019 Menswear, Spring 2020
Menswear, Spring 2021 Menswear,
Fall 2021 Menswear, Fall 2021
Menswear Ready-to-Wear, Spring
2022 Ready-to-Wear, Fall 2022
Menswear, Fall 2022 Ready-to-Wear,
Spring 2023 Menswear, Fall 2023
Menswear, Spring 2024 Ready-to-
Wear, and Fall 2024 Ready-to-Wear.
Additionally, the brand has
launched capsule collections
and collaborations, including
partnerships with 24S for an
A/W capsule collection in 2020,
collaborations with New Balance

COLLECTIONS
9
 COLLECTIONS

for various sneakers in 2021-2020, and a

landmark collaboration with Erewhon
in 2022, marking Erewhon's first step
into fashion with a tote bag and juice.
Other significant collaborations include
a six-piece bag collection with Globe-
Trotter in 2022, a capsule collection
with The Webster in 2022, and projects
with Maxfield LA for surfboards and a
collection from 2021 to 2022. On top of
that, Casablanca and MAD Paris worked
together from 2021 to 2023 to create
unique watches, cameras, and tennis
rackets. In 2023, the brand expanded its
readership with a capsule collection for
Nordstrom and an additional capsule
collection with Caviar Kaspiar.

COLLECTIONS
10
 SS24
May/ September 2023

design + production of sample collections

Mid September/October 2023

presentation to sales network and sell-in

October 1st 2023

Official fashion show during Paris Fashion Week

Beginning of March/ mid of May

2024
delivery to retail stores and e-tailers for final
consumer sell-out

7th of March of 2024

Spring Summer 2024 campaign launch

11
FW24
January/ end of February 2024

design + production of sample collections

February 28th 2024

Official fashion show during Paris Fashion Week

February/ beginning of March 2024

internal presentation to sales network + sell in

Mid September/ mid November 2024

delivery to stores for final consumers (sell-out)

Beginning / mid of September 2024

Fall Winter 2024 campaign launch

12
 SS24
During Paris Fashion Week,
Casablanca's Spring/Summer 2024
collection “Day of victory” was
presented in the Jardin des Tuileries,
paying homage to Nigeria's rich
cultural heritage. Creative Director
Charaf Tajer designed a runway show
that combined sportswear and luxury
in a seamless way, taking viewers on a
visual tour of Lagos' colorful streets.
The collection included a wide variety
of pieces inspired by Nigeria's cultural
legacy and modern youth, all placed
against the backdrop of a room painted
in shades of sunset. Every outfit
projected a carefree sophistication that
was an indicator to Tajer's attention to
detail.
Models walked down the tinted
runway wearing skin-tight cycle jerseys
combined with structured pants, daring
bikini sets topped with textured cover-
ups, and evening dresses embellished
with sequins and translucent knits.
Inspired of a Nigerian countryside

13
during sunset, the color scheme
featured accents of black and white
to balance the vibrant orange, yellow,
and red tones.The essence of summer
romance was captured with heart-
shaped cutouts and high-rise bottoms
on bikinis, while prints of Lagos' busy
traffic scenes provided a fun element.
Tajer carefully incorporated Nigerian
cultural themes into the whole
collection, from beaded crochet tops
and shorts to appliqués and embroidery
highlighting denim items.The items
honored Nigeria's fashion history and
its function as the continent's center of
culture. A soundtrack featuring songs
by Nigerian singer-songwriter Rema
was played during the runway show,
drawing viewers even deeper into the
vibrant culture of Nigeria.
The runway showcase at Paris Fashion
Week was a testament to Casablanca's
commitment to diversity, creativity,
and cultural appreciation.

14
15
 were embroidered with Syrian imagery,
such as palm trees and Damascan
roses, giving them a sense of depth
and cultural richness. The heart motif,
which represents love and joy, appears

FW23
throughout the collection, providing
a sense of playfulness and romance.
On the runway, accessories made a big
impression. Oversized sunglasses and
angular cat-eye glasses gave the outfits
During Paris Fashion Week, personality and character. The looks
Casablanca's "For the Peace" Fall/ were finished with classic shoes, with
Winter 2023 collection generated men wearing pointed loafers decorated
both excitement and criticism. In with the house's logo and women
order to create a collection that wearing pointed pumps.
aims to inspire courage and change, The collection's theme of joy
creative director Charaf Tajer and hope in the face of challenges,
contrasted the beauty and suffering nevertheless, didn't seem to fit with
he saw in Damascus with the hard how it was presented. A warplane at
work of Syrian youths. the centre of the elegant uniforms
The collection featured a stunning and flight attendant costumes caused
array of pieces that showcased the concern among several of the guests.
brand's dedication to craftsmanship Tajer made an effort to use fashion as
and innovation. Large checkerboard a platform for change, but the absence
designs covered fitted suits and coats, of any explicitly political references or
bringing a fun yet refined touch to the undertone gave the impression that the
collection. These bold prints were opportunity was lost.
complemented by playful graphic All in all, Casablanca's Fall/
designs, creating a sense of adventure Winter 2023 collection continued to
and exploration. The collection demonstrate the brand's dedication
also incorporated expressions of to fashion-driven storytelling and
pilot aesthetics, with details such innovation. Tajer's collection is
as oversized buttons and structured maintained as captivating and
silhouettes comparable to vintage inspiring, providing an expression
flight uniforms. Knitwear was key, of hope and creativity in the face of
with big coats and sweaters made of uncertainty, despite the difficulties
bubble crochet giving warmth and associated with using fashion as a way
texture to the outfits. The clothes for social commentary.

16
 BULGARI
Serpenti Through The Eyes of Casablanca

In Fall/ Winter Paris Fashion Week of 2023-2022, Casablanca released a collaboration with Bulgari
called Serpenti through the Eyes of Casablanca. The collection was presented in Paris at the Bulgari
store located at Place Vendôme and features tennis and mosaic-inspired handbags that allude to
Casablanca's apès-sport and Bulgari's Roman heritage consecutively.

17
ART
BASEL

Casablanca Paris and luxury retailer The Webster come together in honour of the 20th
anniversary of Art Basel Miami Beach with a captivating Art Deco-inspired capsule collection.
Inspired by the architectural wonders of Miami›s historic South Beach, the collection is a
tribute to the fictional Casablanca Arts Club.
Each piece represents pastel ranges and detailed architectural silhouettes, covering luxurious
silk shirts, padded quilted skirts, and jackets. The brand's signature crochet accents, which add
a hint of elegance to bucket hats, bikinis, bags, and skirt sets, further elevate the collection.
Sweatshirts and track tops have unique art deco typography and symbolic details that are an
incredible symbol of Casablanca's character and the vibrant Floridian lifestyle.
Charaf Tajer draws inspiration from Miami's attractions, combining luxury with tropical
aesthetics. The narrative of the collection is enhanced and given more depth by unique items
like candles, towels, and sunglasses. On November 28th, The Webster's flagship Miami Beach
store opened up to an official launch of the collection, which included an interactive exhibit
honoring Miami's iconic skyline.

18
19
ICONIC ICONIC ICONIC
Hand Painted Print Silk shirts - The print is a combination of architecture and nature since Tajer
is from an architectural background, but the center of his work is to show the beauty of nature.
These prints are hand-painted by in-house water colourists working in the studio. It is difficult
not to think of the brand when one sees their silk shirts.

Graphic t-shirts - One staple item seen in each Casablanca collection is the graphic t-shirt. With
the same watercolor prints from the silk shirts and elements such as the tennis aesthetic, oranges,
architecture, nature, sunsets and the ocean, their graphic elements usually tend to reflect the
visual identity of the brand. Some t-shirts allude to the themes found in the collections which
they belong, such as the "Casa Racing" logo, for the Monaco-inspired collection, an Eagle for the
Mexico-inspired collection and a marble statue for the Greek one.

20
 PRODUCT
COLLECTION
CONCEPTS
Day Of Victory SS24
The main focus of this collection was to turn the lens onto sub-saharan Africa, more specifically
Nigeria, and since Casablanca is an African rooted brand celebrating African heritage is a core
value of the brand. This collection blended the philosophy of Casablanca and a vision of Nigeria
by creating displays of the golden age of African cinema (mid 1900s). The stage of the runway show
was depicted as a Nigerian Sunset, and the collection represents a unified optimism for a future
that Nigeria, and Casablanca are promoting to the world.

21
22
23
Venus As A Boy FW23
This collection veered more towards Ancient Greek art, and architecture. It has been
described as a “psychedelic vision of ancient Greece. The line played with the concepts
of present and past, and the show was named 'Venus as a Boy'” after a very popular Bjork
song paying homage to the artist. Choosing the song title as the name of the collection
signifies the effects of Venus on forgotten Greek city Eleusis. The collection featured
mentions of influential historical figures such as: Plato, Aristotle, and Herodotus. The
inclusion of kaleidoscopes further emphasizes the psychedelic vision. There were two
collaborations featured in this collection: one with Jeff Hamilton (featuring many biker
jackets), and Ancient Greek Sandals which was said to confirm the major comeback of
the gladiator sandals.

24
 HOW TO
SPOT

PRODUCT
IDENTIFIERS
It is hard not to think of Casablanca when one looks at silk,
warm and/or primary colors, structured silhouettes that are
typically large but can also look sportswear-inspired and
tropical prints. These qualities, which are essential to the
company's DNA and which symbolize not just its most iconic
products but also the entire atmosphere the brand presents
to the public, are shown in the last two collections, naturally,
with seasonal variations.
The luxury travel style of Casablanca is characterized by
the use of various rich textures such as terry cloth and silk,
according to the creative director and founder Charaf Taher.
In a Flaunt interview, he said, "I try to identify this with pastel
colors expressed on comfort and luxe fabrics - terry cloth,
cashmere, knitwear." and went on to say that "motifs appear
throughout the silk shirts with places, flags, oranges, water,
sunsets, sports. These all help paint the picture of my vision
of a gentleman that is traveling the world."
As for the Spring Summer 2024 collection's color scheme was
inspired by the Nigerian flag and had the color green in several
pieces together with pastel pink, bright green and dregradé
warm tones of neon yellow and orange.
Silk, leather, vinyl, nylon, wool (knitwear), cotton (tailoring),
linen, denim and mesh were all very present and a few pieces
even explored transparency. Regarding the silhouettes, some
were a little more structured, others were looser and oversized
and some were very tight, displaying the model's bodies. At
times, these elements were combined in the same look, while
at others, they were completely separated.

25
26
27
NO PHYSICAL
STORES?

BRAND
OMNICHANNEL
DISTRIBUTION
Casablanca does not have any mono-brand
retail stores, however, their products are
available in 31 countries across the globe through
various multi-brand e-commerce websites
and wholesale stores, with Europe and Asia
accounting for 24 of the countries. UK, Spain,
Netherlands, France, Belgium, Luxembourg,
Italy, Germany, Latvia, Russia, Monaco, Sweden,
Austria, Cyprus, Portugal, Switzerland, Turkey
being the countries available in Europe; Hong
Kong, S. Korea, China, Taiwan, Japan, Vietnam,
Thailand being the countries available in Asia;
USA & Canada; Australia & New Zealand;
Nigeria in Africa and finally, UAE & Qatar in the
Middle East.
The brand also has it's official website (www.
casablancaparis.com) to buy their products:
menswear, womenswear and accessories, also
having an archive of all their past fashion shows
available to view collections ranging from A/W
2019 to A/W 2024. Their official website also
offers worldwide shipping and returns.

28
 THE VOICE OF
CASABLANCA
BRAND
COMMUNICATION
PILLARS
Casablanca uses product launches, collection
presentations, advertising campaigns and product
placement to communicate. Instagram has become
an important tool for brand communication and is
the channel where some of these pillars take place
since the brand's launch and as well for the last two
seasons.
Starting with the product launches, Casablanca tends
to promote them through Instagram posts as they
did for The Court Sneaker. Product-focused images
are typically showcased during the launch, although
occasionally, there are also conceptual images mixed
in. Using the same trainers as an example, the brand
shared pictures of them with a white backdrop in
addition to pictures of them on a car seat.
The fashion shows for the collection presentations
are available on the brand›s YouTube page and their
Instagram profile features their lookbooks. The SS24
show took place during Paris Fashion Week and lasted
just under ten minutes. Casablanca advertised the
show a few days prior to its debut by posting posters
on their Instagram account featuring the collection's
name and color scheme, as well as videos featuring
sunsets and Nigerian like, the collection's primary
source of inspiration. The brand's followers were also
given a sneak peek at the runway setting five minutes

29
30
 prior to the show's start as well as the Afterparty invitation.
It was the same for the FF24 collection›s Venus As a Boy. The collection
was unveiled as per usual during the start of 2024 Paris Fashion Week,
and it featured the same advertisements as the previous one, just a
few days prior to the show. This time, the collection's inspiration
was ancient Greece. Videos that were uploaded to their
Instagram page featured the sunrise in Eleusis, an Athens
suburb, a poster of a man holding a Greek column with
Casablanca's logo at the top and a video that featured
Greece and some of the elements that might have served
as inspiration for the collection.
Once more, they sent their followers an invitation to
the afterparty and a sneak peek at the runway scene.
The runway lookbook was also shared on their
Instagram account as well as the show's video that
was posted to their YouTube profile, but apart from
the SS24 collection, the brand has not shared the
campaigns from the FF24 collection yet.
Speaking of advertising strategies, Casablanca
used the romantic and cinematic Nigerian
themes from the runway for their Day of
Victory, SS24, collection. Global movie stages,
sand dunes and gradient phone booths
made up the scenes. In one picture, models
were seated on their motorcycles in a desert-
like setting, wearing outfits and jackets
with racing themes. In another, two models
engage in wordfighting. It was evident from
all advertising which storylines were being
portrayed as well as from the references to
movies and Nigerian motorcycling culture.
The campaign was shared not only through the
brand's Instagram page but as well as on their
website together with the collection's pieces
available for shopping.
Regarding the Fall Winter 2023 collection, which
is named For the Peace, the campaign ranged from
more conceptual and artistic photos, as well as more
product-focused and commercial images. Among
their posts, pictures of a simple graphic tee-shirt
with a white background and the brand logo could
be seen next to editorial images with a military and
Syrian theme, which was the central concept explored
across the entire collection. Along with the lookbook
from the runway show, the campaign was featured on the
brand's website and on their social media pages: Instagram
and Facebook.
Lastly, Casablanca items had already been included in Tv shows
as a product placement communication pillar. Among them was
the second season of Grow-ish, in which the show's protagonist, Zoey,
wore the Boucle Stripe Top. Other characters from the same show were
seen sporting the brand, Andre, for example, was seen wearing a Black
Casablanca Print Hoodie.

31
32
 "Love Against War"
Casablanca launched its "Love Against War" campaign following the debut of their Fall/Winter 2023 collection at Paris Fashion
Week. Shot in Beirut, Lebanon, the campaign aims to shed light on the resilience and vibrancy of Syrian youth amidst the
backdrop of conflict.
According to the brand’s press release, "Love Against War" was made to "celebrate the vibrancy and youth in Syria," highlighting
a population that is "not just existing, but living, loving, celebrating." The campaign images depict young people engaging in
everyday acts of joy and love, juxtaposed with symbols of war like military tanks. This contrast is intended to underscore the
paradox of finding beauty and hope in the middle of destruction.
Creative Director Charaf Tajer was inspired by stories of his friend from Damascus and wanted to convey a message of empathy
and human dignity through the campaign. He highlights the importance of seeing refugees as people and spreading this message
widely.
However, the campaign has faced criticism for its approach. Some viewers find the use of war imagery alongside luxury fashion
elements to be jarring and potentially tone-deaf. Critics argue that while the campaign aims to highlight resilience, it risks
glamorizing conflict and may fail to effectively address the real struggles faced by displaced Syrians.

33
34
 ٢
CHAPTER

BRAND
POSITIONING
35
36
 TARGET
MARKET
The designer himself stated that Casablanca does not have a
specific demographic that it caters to, but usually, the market
for Casablanca is people with an all-encompassing style and an
eye for products that are made with impeccable quality. These
customers, either as young as Gen-Z or the age of Boomers,
usually love to travel in style and hence, appreciate the comfort
along with elegance that Casablanca offers.

37
38
 TARGET
AUDIENCE
A typical customer of Casablanca Paris is someone who values both comfort and style in their
wardrobe choices. They are likely to appreciate the brand's fusion of luxury materials with laid-
back designs, reflecting a sophisticated yet relaxed aesthetic. This customer might be fashion-
forward and open to taking risks with their clothing, but they also prioritize wearability and
practicality. As the designer Charaf Tajer stated, the target audience for Casablanca transcends
specific demographics. Whether they're a -60year-old man or a -20year-old woman, the brand
aims to cater to individuals who understand the concept of comfort and elegance, regardless of
age or social status.

39
The Pro

Gender: Male
Age: 25
Family: Divorce
Location: Paris
Job title: Professional football player for
PSG
Income: 738,000 per month
Lifestyle: Luxurious homes, flashy cars,
international travel, glamorous parties,
athletic dedication
Price sensitivity: Unlikely price sensitivity
due to substantial income and lifestyle
Social media usage: High-profile, active
on social media, promoting brands,
engaging with fans
Product: Iconic short-sleeve silk shirt

40
41
The Mama
Gender: Female
Age: 32
Family: Married and mother of 2
Location: Miami, Florida, USA
Job title: Beauty salon owner
Income: 5.300$ a month
Lifestyle: Balancing business
responsibilities with family duties,
resourceful, fulfilling, multitasking
mother
Price sensitivity: Budget-conscious
with moderate price awareness due
to income constraints
Social media usage: Regularly posts
beauty tips, salon transformations,
and self-portraits for engagement
Product: Graphic icon T-Shirt

42
 The Posh

Gender: female
Age: 29
Family: Married and mother of 2
Location: Paris, France
Job title: Lifestyle influencer / model
Income: €13.000 a month
Lifestyle: Fashionable, social, dynamic;
modeling, events, trendy spots, vibrant
city life.
Price sensitivity: not very price sensitive
due to constant income through jobs
and social media
Product: Tennis dress

43
44
 CASA CLASS
OF 2024

45
Justin Bieber Florence Pugh

Kenza Gunna

46
 Blueface Rafael Leao

Young Thug K Trap

47
 J Balvin Achraf Hakimi

Westside Gunn Unknown T

48
49
50
 CHALLENGERS

Kenzo
It is no surprise that there have been
speculations of Charaf Tajer being appointed
the new creative director of Kenzo. The
brands are similar in the sense that they are
bold, and eye-catching. Kenzo’s brand identity
is drawn from a jungle-esque aesthetic, and
Casablanca emulates these traits very often.
Although Kenzo is a far better established features. Given their high costs, both
name in the fashion industry, Casablanca Casablanca and Kenzo prioritize quality.
items are substantially more expensive. Since Japanese designer Tomoaki Nagao
This bold brand has 104 stores all over the became creative director of Kenzo, the
world, and they internationally ship their company's advertising strategy has
products to over 50 countries. Furthermore, altered dramatically. Each advertisement
this brand's products have long been known since his arrival has been a story to tell,
for their outstanding quality, which conflicts keeping the audience engrossed in the
with one of Casablanca's primary selling brand's ideas and apparel.

51
52
53
Jacquemus
In addition to Casablanca, Jacquemus is known
for their use of vibrant colors and architecturally
designed products. Similarly, they are both
based in Paris; yet, Jacquemus lacks the unique
character that Casablanca's North African past
brings. Jacquemus' price range is similar to
that of Casablanca, with simple t-shirts priced
at 110 euros each. The brand's quality is widely
appreciated, and it also exudes an elegant
appearance. One element of similarity is that
both brands produced looks for The Challengers
marketing for the movie. A film about a tennis
mogul who single-handedly propelled her
husband to success. This may not be relevant,
but the aesthetic of this film represents what
Casablanca stands for, and Jacquemus' ability to
design a personalized look for this press tour is
significant competition for the brand. In truth,
Jacquemus' appearance was considerably better
received by the audience than Casablanca's.

54
 Etro
Etro is a competitor of Casablanca's on various levels, as Etro is a well-
established lifestyle brand, which is what Casablanca hopes to be in
the future. However, Etro's products are substantially more expensive
than Casablanca's, with simple t-shirts costing around 400 euros. While
Casablanca's range to be about 110 euros. Both brands are associated
with the terms innovative, well-traveled, curious, nature-filled, and
artistic. It is possible that some of Casablanca's consumers prefer
Etro's elegant, minimalist designs, which, although advantageous,
nevertheless constitute a significant threat. Furthermore, both
brands enjoy using florals in their clothing, so their designs appear
to be comparable. Etro's products vary in quality; some think they
are unparalleled, while others say the quality is frequently poor or
inconsistent particularly regarding the t-shirts. Their media presence
is strong, as is Casablanca's, but Etro has more than twice as many
followers, which is expected for a much older brand. When comparing
Etro with Casablanca, brand loyalty is a crucial factor to consider. Etro
has had the time and reputation to build a large level of brand loyalty.
Casablanca has dabbled in attracting devoted consumers, but it is
challenging to establish strong foundations when the brand is only
six years old.

55
56
57
Golden
Goose
brand because Golden Goose's quality
Golden Goose's brand identification is is highly valued, and the brand is well-
remarkably similar to that of Casablanca. known. Their typical cost is greater than
The Italian brand appreciates its legacy and Casablanca's, which is understandable,
continually incorporates a sense of tradition and customers are far more willing to pay
into all of its products. They also assure higher prices for an established brand.
that all of their products are produced in Casablanca's main drawback is its young
Italy, preserving the brand's and clothing's age as a company; however, this is offset
true workmanship. Casablanca is similar by the quality of their products and the
in the sense that the brand values, and craftsmanship that goes into each piece.
utilizes travel in each of their collections as Golden Goose's greatest group of clients are
well as some sort of homage to the African 25 years old, which places them right in the
heritage of the brand. Clearly, the brand's midst of Casablanca's ideal customer age
most iconic product is footwear, but as range of 30-20. Both brands have similar
previously said, the price point will only be customer feedback and quality ratings,
a t-shirt. Their t-shirts retail for roughly 150 however Golden Goose is perceived to be
euros, which is only 40 euros higher than a much more dependable brand due to it's
those in Casablanca. This is a threat to the exposure.

58
59
Rhude
Rhude is a Los Angeles-based brand that
combines streetwear and luxury, evoking
the city's vibrant culture. The business has
the disadvantage of having a predominantly
male target market; nevertheless, the owner competitively in the same target market
intends to expand into new markets and price wise. Additionally, Rhude's social
create more pieces for women to appreciate. media presence is also extremely similar
The company rose to prominence because to Casablanca's in terms of followers,
of its high-quality items and dependable yet their media styles are diametrically
staple pieces. Streetwear has a significant opposed. They also sell their goods in 165
market in the United States, and Rhude's stockist retail locations. Their clothing
distinctive materials set them out as a is widely available to the general public,
brand. Despite the uproar surrounding the and it can be purchased online at any big
brand's departure from the spotlight, their department store. Casablanca has the
t-shirts retail between 288 and 375 euros. advantage of having pop-ups at several
Their sweaters and sweat sets are similarly multi brand retailers, but no physical
priced to Casablanca's. Putting them stores

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 Palm Angels
Palm Angels is a considerably bigger brand than
Casablanca, with a more established, laid-back brand
character. Their motto is "put the world in your hands,"
and the graphics on their garments are simpler than
Casablanca's. Palm Angels is owned by the same parent
corporation as Off-White: Farfetch. When you acquire
their products, the brand gives you a sense of luxury,
which is reflected in their pricing. Their t-shirts range in
price from 140 euros (usually 250 euros) to 290 euros. Palm
Angels is a relaxed brand with an equal gender target
audience. Furthermore, the brand targets consumers
aged 18 to 24, which is rather at variance with Casablanca's
target demographic. The brand appears nonchalant and
exclusive on social media. Their Instagram bio reads "they
will ignore you til they cant," and they use a minimalistic
look on all of their social media platforms and website.
Their Instagram account has 1.1 million followers, while
Casablanca has half that number. Palm Angels also has
the advantage of having 210 stores worldwide, including
luxury retailers such as Saks Fifth Avenue, as well as
their own online store, which makes their items much
more accessible. Casablanca currently does not have it's
own distinct stores, which poses a long-term threat to the
brand.

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Ami Paris
Ami Paris, as a competitor, is everything Casablanca strives to become. They have
an elegant yet simple style and are well-known for their high-quality products.
They are also known for their exceptional tailoring; all of their products are
designed to fit perfectly and are considered essential pieces. Ami is also slightly
less expensive than Casablanca, giving the brand an advantage when shoppers
are choosing between items. The brand currently operates 34 standalone stores
throughout Europe, China, the United Kingdom, the United States, Korea, and
many more locations. In addition, they have 700 points of sale worldwide. This
provides the brand a further edge because it is considerably easier to obtain than
Casablanca. Furthermore, their audience is identical to that of Casablanca, with
the exception that it is more female-dominated. However, their items have a
variety of aesthetics, so this should not be a problem for the brand. To add, Ami
Paris' Instagram is very clean and basic, and the account only follows one person
(the founder), which creates an instant sense of exclusivity. They also have nearly
twice as many followers as Casablanca, and the information they create is far
more straightforward. To summarize, Ami's pricing may offer them an advantage,
but the brands are sufficiently diverse that they do not clash with eachother in the
market.

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 THE FOUR Ps

Product
As previously said, silk is the primary product
identifier for this company, and its items are of
excellent quality. Their silk is highly regarded by
the brand's clientele, and the majority of their
products are manufactured in Lyon, France.
The firm maintains a high degree of quality in
its products, leading some to speculate that it
aspires to be the next Hermes. Several of their
goods are geared at an apres-ski style that
reflects the brand›s fundamental values. Many
of their apres-ski goods are made of velour or
velvet. Their items appeal to anybody, but the
typical buyer prefers the tennis club, apres-ski,
old money look.

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 Price
The silk shirt, which costs
approximately 890 euros per piece,
will be utilized as a pricing baseline
because it is their most purchased
item. Their less popular, long-sleeve
silk shirts range in price from 800
euros to 1600. These shirts are among
their most expensive products,
nevertheless their target consumers
can easily purchase them. For
customers who cannot afford the
more expensive products, they also
offer simple cotton t-shirts ranging
from 99 to 172 euros. Given the quality
of the items and the fact that they
are produced in Lyon, the pricing are
reasonable.

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Place
The brand's target market values the ease with which its products can be found online. Fortunately,
the firm distributes its goods on Nordstrom, Bernadelli Store, Farfetch, and a variety of other online
retail websites. Making their items more accessible to their customers. The brand operates in 31
countries throughout the world, and its pop-up store layout are lively yet somewhat minimalistic.
They are quite active in Italy, Japan, and the United Kingdom, with over 16 channels of distribution
in every country.

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Promotion
Although the brand is very active on social
media and is continuously coming up with
new creative ways to sell their products
through campaigns, celebrity endorsement is
what generates the greatest buzz around their
brand. Many athletes, rappers, and actors have
been seen wearing the brand, which creates a
lot of publicity for the business. Particularly
now, as the tennis chic aesthetic has become
the frontier of many clients' wardrobes. The
brand also updates frequently on Instagram,
uploading all of their campaigns as they are
released, sparking additional discussion on
the brand's recent endeavors. One notable
component of their recent advertisements is
the usage of artificial intelligence to construct
the backgrounds and subjects for numerous
campaign photographs. The creative director
collaborated with artist Luke Nugent to create
this surreal ad, which was well identified by
the public as unique and inventive.

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 SWOT ANALYSIS

Strengths
Casablanca's strengths include: strong brand recognition and diverse product range. Starting with the
brand recognition, the designs, prints, color scheme and materials used through their collections are
instantly identifiable and well-known for their high quality. Regarding the product range, Casablanca
expands it's customer base by providing a large selection of goods.

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 Weaknesses
The main weaknesses of Casablanca are its exorbitant costs,
narrow market penetration, loud visual distinctiveness and limited
production capacity. As their items are expensive, fewer price-
sensitive consumers will purchase them, which prevents awareness
for the brand. On the other hand, this narrows the target market
and makes the brand appear more exclusive (a result desired by the
brand). The demographic barriers are another factor that limits
the customer base, which is another negative factor. A loud visual
distinctiveness becomes problematic when repectiveness becomes
grating and prices are too high for non-timeless pieces. Lastly, the
limited production capacity could be considered an issue during
high-demand periods.

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‫بنت الجريان‬
Opportunities
External factors that could give Casablanca a competitive advantage are: expansion,
e-commerce improvement, collaborations and product diversification. The brand may
expand it's market presence and reach a broader worldwide audience as a consequence
of opening stores in different locations and creating new sales channels. Partnerships
with other brands or influencers, something that Casablanca already does, is an
interesting strategy to expand the brand's customer base to new segments. Finally,
expanding or launching new product lines would increase sales for the company in
addition to drawing in new clients.

‫بنت الجريان‬ 76
 Threats
Factors with potential to harm the brand include: competition, economic factors, falsification of
products and regulatory changes. The intense competition among other fashion brands could
present a threat to Casablanca's market share, economic shifts result in consumer spending
habits which could impact the demand for luxury goods, the existence and sale of counterfeit
goods may damage the reputation of the brand impaction on consumer trust, and lastly, changes
in regulations regarding the fashion industry may have an impact on Casablanca's operations and
financial performance.

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 ٣

MEDIA CHAPTER
AESTHETICS
& VISUAL
NARRATIVE
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 BRAND DNA
Image Aesthetic Style
While the brand might not have the strongest
brand perception, Casablanca does maintain a
strong presence across several digital and social
media channels. The brand typically makes use
of channels such as Instagram, Facebook, and
YouTube to share behind-the-scenes, collections,
fashion shows, campaigns, and product launches.
Their Instagram feed reflects the brand’s distinct
aesthetic, characterized by bold colors, intricate
patterns, and retro-inspired designs. Each post
communicates a sense of sophistication while also
evoking a laid-back and carefree vibe. The brand
actively interacts with followers through likes,
comments, and direct messages. IGTV is also used
constantly to share recent collections and fashion
shows. Throughout Instagram stories and story
highlights, the brand provides a look into the
creation of different prints.
Their TikTok account shows us very little
engagement with the content, and also with the
brand as a whole. Although the account is verified,
it only counts 151 followers. On top of this, the
account only has 1 video posted, which has a small
number of 2205 views, 34 likes, 3 comments (asking
if this is the official account of the brand), 2 saves,
and 2 shares. With TikTok being a platform where
random videos go incredibly viral, the fact that this
account has that amount of interaction is a bad

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outcome. Additionally, they have the website linked to the profile.
When it comes to Twitter, we found an account with the username @BrandCasablanca. The
account is not verified, so we don't know if it is the official account. They joined the platform
in 2018 which is when the brand was founded. It has 26 followers and zero posts. The account
has not been updated or used in a while because we noticed that their profile picture is the
past logo and not the current one. Casablanca’s Facebook was made in March of 2020. They
have 2,3 Million likes and 2,6 million followers. Is easy to tell that they posted the same on
Instagram and Facebook until July of 2023. Since then they haven’t been posting anything on
Facebook. Even though their Facebook is not active right now, they still have the account with
the past posts available.
On YouTube, Casablanca offers a view into their full runway shows, as well as digital
presentations, fashion films, trailers of the fashion films, and short clips announcing runway
shows and their dates. They have 2 recorded lives of their full show (Autumn/Winter 23 and
Spring/Summer 23). They also have playlist organisation, which is divided into runway trailers,
digital presentations, runways, #casaway (films), and Casablanca in conversation (behind the
scenes of the process of creating a collection). In their bio, they have a short description of
the brand›s philosophy and they also have the website link. The channel was started in 2018
when the brand was also founded.

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 The brand also appears on their official website, https://
casablancaparis.com/. Their website presents a sophisticated and
immersive digital experience, reflecting the brand’s luxurious style
and attention to detail. The layout is clean and intuitive, with easy
navigation that guides users through various sections seamlessly.
With elegant typography, minimalist design elements, high-
quality imagery, and strategic use of colour to create a visually
captivating experience, the website is evidence of the brand’s
ethos. The homepage greets visitors with striking visuals, often
featuring vibrant campaign imagery or captivating product shots,
immediately drawing consumers into the world of Casablanca.
The website has a section where all past fashion shows since 2019
are available to watch. The section is divided by season, and each
season section has an explanation of the collection as well as
pictures of all of the looks.
In terms of content, Casablanca’s website strikes a balance
between showcasing its latest collections, editorial features, and
brand storytelling. From detailed product descriptions to in-depth
information about previous fashion shows, the website offers a
comprehensive look into the brand’s DNA and the inspiration
behind each piece.
The brand website mentions that the Casablanca Members
Club receives exclusive content, events, promotions, and more.
When subscribing to the newsletter, the first email received was
to confirm your subscription. You click a button that says, "Yes, I
want to subscribe," and it sends you to a webpage saying, "You've
been subscribed." One e-mail has been received since subscribing,

83
which shows the pieces from the SS24 collection
and links to buy them. The newsletter has a
frequency of twice a week.
Through its digital and social media channels,
Casablanca communicates a sophisticated yet of the brand's distinctive style and inviting
approachable tone of voice that conveys a sense consumers to join them on a journey of
of exclusivity while still welcoming users to exploration and self-expression.
explore and engage with the brand. Casablanca's lookbook images typically
Casablanca is a fashion house that claims that showcase their latest collections in a more
they have never done or participated in any type editorial and curated format compared to their
of paid media, “not even for one sponsored post”. campaign images. These images serve as a
They have not spent any money on any marketing visual representation of the brand›s vision and
tactics, excluding fashion shows, campaigns, or design ethos, offering a closer look at individual
short films. pieces and styling options. You can expect to
In their campaigns, Casablanca often see models styled in a variety of ensembles
incorporates imagery that reflects its unique that highlight the versatility and elegance of
aesthetic and identity. The images typically evoke the brand's clothing. The focus is often on the
a sense of sophistication, romance, and a hint intricate details, luxurious fabrics, and bold
of nostalgia, drawing inspiration from classic prints that define Casablanca's aesthetic. The
elements of French and Moroccan culture. You settings for these images may vary but often
might see models adorned in luxurious, colourful complement the mood and inspiration behind
garments set against dreamy backdrops that the collection. Whether it's a lavish interior, a
evoke the ambiance of a chic Parisian café or the picturesque outdoor location, or a studio set
exotic allure of a Moroccan riad. The brand often with artful props, the backdrop enhances the
plays with bold prints, lush fabrics, and intricate overall narrative and elevates the visual appeal
details, creating a visual feast for the eyes. of the garments.
In addition to the fashion itself, Casablanca's In terms of photography style, Casablanca's
campaign images often feature elements of lookbook images typically feature polished
escapism and adventure, transporting viewers and sophisticated compositions, with attention
to glamorous destinations and inviting them to to lighting, framing, and posing. The goal is to
immerse themselves in the brand's fantasy world. convey a sense of aspirational luxury while also
Whether it's a sun-drenched beach, a bustling highlighting the wearability and craftsmanship
city street, or a serene garden oasis, the settings of the clothing. Hence, offering a curated
enhance the overall mood and narrative of the glimpse into the brand's world, inspiring
campaign. consumers with stylish outfit ideas and
Overall, Casablanca›s campaign images are showcasing the timeless elegance and creativity
captivating and immersive, capturing the essence that define the Casablanca brand.

84
 Media
Casablanca's tone of voice, which combines sophistication yet approachable, is appealing
to their audience on social media and their website. The brand's overall communication style is
neutral, straightforward and descriptive. "For this campaign we wished to reinterpret a world,
reimagine a history, and construct a series of images that represented this potent confluence of
ideas and imagination," the brand wrote on an Instagram caption to celebrate the launch of their
SS24 collection, Day of Victory. Their website and all of their other platforms have the same tone.
The content Casablanca shares is very commercial, it features their advertising campaigns,
news, celebrity features, runway collections, product photos, brand collaborations, posters
announcing the launch of a new collection and its theme and lastly, behind-the-scenes shots of
their handmade patterns for their famous silk shirts. The brand content on YouTube is centered
around their runway videos.
The brand has embraced an opulent visual style that emphasizes high-quality in all of
its content. The key components that define their visual style are: color palette, typography,
high-quality imagery and iconic design elements. Casablanca's color palette is composed of
muted tones, pastel shades and bold and rich colors that are mixed with classic neutrals. The
brand's typography is sleek, modern and sophisticated and their imagery used to showcase their
collections and products is usually well-composed, clean and high-quality, as well as their iconic
design elements like patterns, textures and embellishments.

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Media
All things considered, Casablanca's tone of voice, content and visual style provide brand
consistency that is evident for a variety of collections, materials and campaigns, in addition to
for multiple communication channels including their website and their Facebook and Instagram
accounts. Maintaining this consistency will help the brand become well-known and meaningful
to its target market. Overall, Casablanca's media exudes sophistication and a modern style that
matches perfectly their target audience and high-end fashion niche.

88
 CHAPTER
٤

EMBODIMENT
& FACES
89
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 Muses
Sid Oudainia Beaulieu is a Paris-based model
represented by IMG models, and he appears
prominently in nearly all Casablanca runway
shows. Although it has not been confirmed
that this model is the brand's muse, he
perfectly suits the brand›s look and has even
been referred to as "the face" of Casablanca.
The model is Algerian and embodies the North
African, exotic, refined image that Casablanca
strives to achieve with every shot.
It is impossible to identify a single or even a
few muses for this brand. Each Casablanca
collection is inspired by a different area of
the world, making their inspiration historical
features of numerous countries thus far. The
founder has traveled all around the world, and
his collections are mostly inspired by these
trips. The continent of Africa serves as a clear
and continual inspiration, emphasizing this
country›s rich legacy. The brand›s Moroccan
roots allow for a more intimate exploration of
Africa.

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Ideal Casting
Casablanca Paris often showcases young, tall, and slender models. However, in terms of body
shape and size, representation is notably lacking. The brand predominantly features models who
fit into traditional beauty standards.
Despite this, Casablanca Paris stands out for its inclusivity regarding race. The runway sees a
diverse range of models from various countries, representing a variety of skin colors and ethnic
backgrounds. This commitment to diversity adds depth and vibrancy to the brand's presentations,
reflecting a more inclusive vision of beauty in the fashion industry.

94
 CHAPTER ٥

BRAND
NARRATIVE
95
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Tajer Tales
Charaf Tajer, the founder of Casablanca,
has carved a global niche by infusing
his Parisian-Moroccan roots into luxury
fashion. As a finalist for the esteemed LVMH
prize and with collaborations like Bulgari
under his belt, Tajer continues to elevate
the fashion industry. Beyond fashion, Tajer
uses his platform to address pressing global
issues, as exemplified by his Fall/Winter 2023
Paris Men’s Week show, which spotlighted culture into each collection, drawing inspiration
the Syrian conflict. from diverse locations and experiences.
However, Tajer has also gained a lot of Furthermore, some people wonder if he gives
criticism in the past years. Despite praise enough credit to the cultures that inspire his
for his "Arabic designs," some journalists designs. As Casablanca grows, it's important for
inaccurately labeled his collections, Tajer to talk with and work together with the
prompting Tajer to challenge stereotypes and communities he takes inspiration from. This way,
expand the brand's narrative. Casablanca's their contributions can be acknowledged and
success lies in its ability to include travel and honored in the fashion world.

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Products & Collections
Casablanca mixes Parisian style with Moroccan flair. Their clothes look good and feel comfy.
People love wearing them because they're both stylish and cozy. Tajer pays a lot of attention to
detail, so every Casablanca item is top-notch. People also praise Casablanca for its high-quality
products. Whether it's a tailored suit or casual loungewear, each piece is well-made and stylish.
This focus on quality has made Casablanca a favorite among fashion fans everywhere.
Despite that, they have been criticized for not giving enough credit to the cultures that inspire
it's designs. Some people feel that the brand takes ideas from different cultures without showing
proper respect for where they come from. This has led to discussions about cultural sensitivity
and whether the fashion industry should do more to honor the origins of its designs. Critics
believe that Casablanca should work closely with the communities that inspire its clothing to
ensure their contributions are acknowledged and respected.

100
 House Specials
Casablanca is famous for its collaborations and pop-ups with other brands and artists. These
partnerships bring together different styles and ideas, making Casablanca's clothes even more
exciting and special. Whether teaming up with big luxury names or rising stars, Casablanca always
finds a way to make each collaboration unique and fun.
Overall, Casablanca›s collaborations show off the brand›s creativity and make fashion more fun for
everyone. They're a big part of why people love Casablanca so much.

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 The Media
The media sees Casablanca as a rising star in the fashion world. With its vibrant designs and
unique approach to luxury, Casablanca has caught the attention of fashion journalists and critics
alike. Many articles praise the brand for its bold use of color and pattern, as well as its ability to
blend high fashion with streetwear influences.
However, some critics have raised concerns about cultural sensitivity in Casablanca's designs.
While the brand draws inspiration from diverse cultures, there have been debates about whether
it properly acknowledges and respects the origins of these influences. Despite these criticisms,
Casablanca continues to attract attention for its innovative designs and collaborations with other
brands and artists.

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 ٦

CHAPTER

BRAND &
SOCIETY
108
 HERITAGE
Brand and Designer Origins
& Roots
Based in Paris, Casablanca blends the
designer's Moroccan heritage with French
fashion culture. The name of the brand
derived from the Moroccan city where Charaf
Tajer's parents met and fell in love and where
he spent his childhood summer vacations. Lacoste tracksuits, luxurious Hermès scarves and
Charaf claims that his earliest memories of designer Cartier eyewear.
fashion were from the summers he spent A further significant component of the
in Casablanca, "The vibrant community I designer's roots and origins is his French life
saw during those summers in Casablanca and childhood. The designer used to collect and
represented a symbol of freedom to me.", he wear pieces from upscale French fashion labels
stated in an interview for GOAT magazine, like Hermès, Cartier and Lacoste, projecting
and continued, "The way people in Casablanca images of themselves, as he grew up in Paris. "We
approached colors by wearing such bright used to say we were doctors going to play tennis
tones gave me the impression that they were on a Sunday," Tajer remarked in a Town and
living as if it was their last day." He also recalls Country interview. His designs were influenced
the exuberance of people from Casablanca in by the opulent 19th century cityscape, the elegant
the 90s, when they rode motorcycles and wore hotels, foreign and classic music and his great
silk shirts as well as the striking colors of their appreciation of French architecture.

109
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 Cultural Context Match:
Past to Present
The cultural backgrounds of Charaf Tajer and Casablanca in the past were shaped by his
memories and roots in Morocco, as well as by his childhood and life in Paris and the French
fashion culture. The fusion of the two cultural contexts served as the basis for both Casablanca›s
founding and its initial collections. As for Tajer, his culture encouraged him to pursue a career in
fashion as well as to work on a number of projects both before and after Casablanca, all of which
were motivated by his goals as an immigrant from North Africa and an artist.
Based on his global travels, Charaf Tajer drew inspiration for Casablanca and the contemporary
cultural situations in which he finds himself. For the Spring 2022 collection, for instance, the
designer visited Japan 26 times and drew influence from the Japanese culture and lifestyle. Due
to the pandemic limitations, Charaf spent his lockdown in Hawaii during the pandemics on a
research trip that ultimately lasted more than a month. In an interview with Town and Country,
Tajer stated, "It's a bit like Barbie, you know? Barbie goes skiing, Barbie safari, Barbie Japan."
Another illustration of that was the Fall 2021 collection, in which he drew his main inspiration
from the collision of race-car drivers, tycoons, lovers and gamblers in Monaco. In a different
Coveteur interview, Tajer clarified, "I think one of the most beautiful things that the universe
gives us on this planet is the ability to go and discover different places and different people. That's

111
my number one inspiration because I love how humans and nature blend together. Travel is my
number one in any collection."
Given that the designer studied architecture, this form of art is essential to understanding
Casablanca's current cultural context. The proportions, colors and materials of the clothing
that he designs are directly influenced by architecture. The exploration of this aspect of Charaf
Tajer culture extends beyond fashion. Architecture had a major role in the designs of his earlier
ventures and the clubs he founded, such as Le Pompon.
In a recent interview with Fucking Young, Charaf revealed that he draws a lot of inspiration
from the architectural design of John Lautner and his ability to contrast modern and classical
architecture. He also pointed out that architecture is a significant art form to him as, like fashion,
it is a universal language.
All things considered, the combination of Casablanca's original background, an art form
that is appreciated by the designs and cultural inspirations from all over the world, highlights
an intriguing brand narrative. The brand has developed a strong brand identity and DNA by
fusing its historical and current cultural contexts.

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 ٧

CHAPTER

BRAND
INSPIRATIONS
114
115
Art,
Pop Culture,
Philosophy,
Cinema,
Nature,
Life Experiences,
Society

116
 Casablanca draws inspiration for its
collections from a variety of sources including
art, philosophy, cinema, nature, personal
experiences of the designer, society and
music. The life, experience and personal taste
of the creative director are significant sources
of inspiration for the brand. His three greatest
loves are nature, architecture and traveling
and it is clear the hints of all three in his
many collections and advertising campaigns.
Charaf studied child psychology
and architecture and the brand is inspired
by his love of this kind of art, particularly
with regard to Parisian buildings. Regarding
nature, he said in an End interview, "I am
from an architectural background, but
showing the beauty of nature is really at the
center of my work. If you look at any of the
Casablanca shirts, you'll find a combination
of architecture and nature in the prints", and
went on to say that his primary source of
inspiration is the coexistence of humans and
nature, emphasizing the need to preserve
and cherish nature for future generations.
Regarding travel, the brand's inception
was inspired by the designer's nostalgic
memories of spending his childhood summers
in Casablanca, the same city where his parents
first met and fell in love. During the same
interview with End, he sketched the picture
of how these summers were, "During that
time, I felt that the people were living like it
was the last day of their lives, every day." The
90s generation in Casablanca was flamboyant,
loved motorcycles and dressed in Lacoste
tracksuits, opulent Hermès scarves, Cartier
sunglasses and silk shirts in vibrant colors.

117
He finds inspiration in these memories
once they represent his own idealism,
allowing him to express himself and look
on the brighter and happier side of things.
The brand also benefited from some
influence from his early life in Paris. Charaf
is personally drawn to and admires the
notion of the 'école of beautiful' as well as the drew inspiration from the golden age of
Parisian fashion, "My biggest inspirations north african cinema; similarly, the Hawaii
all come from the school of the beautiful collection, which drew inspiration from the
of those brands - Chanel, Hèrmes and local environment, and Monaco collection,
Cartier - are fundamentally based on the which was inspired by the Formula 1 and the
beauty of the garment and the storytelling." Casino culture; as for the Tokio collection,
Regarding his adult life travels ping-pong, bento boxes and Masao San
to various locations serve as the main served as inspirations both for the line and
inspiration for several collections: Brazil for the advertising campaigns, and so on.
(Spring 2020), Lake Guarda (Fall 2020), Italy Overall, Casablanca is able to
(Spring 2021), Monaco (Fall 2021), Japan draw inspiration from a variety of sports,
(Spring 2022), Paris (Fall 2022), Mexico nations, artistic mediums, philosophical
(Spring 2023), Syria (Fall 2023), Nigeria perspectives and personal experiences to
(Spring 24), Greece (Fall 24) and so on. Every produce clothing or marketing campaigns
location contributes elements of culture, that both fully align with the brand›s
history, art, architecture and landscape essence and have a personal touch. It is easy
inspiration. According to Charaf Tajer to predict that the future advertisements
in an interview with E-Magazine where and collections will draw inspiration from
he was talking about Bossa Nova music, one of the many locations or nations that
"It's an introduction to Brazilian music to Charaf Tajer visited, however it is difficult
make people travel and think about a more to pinpoint which one. All collections and
ideal work, smile and feel part of a all." ads are anticipated to feature aspects of
Another example would be the nature, references to après-sport (specially
campaign for the Nigerian collection, which tênis) and the flamboyance of Casablanca.

118
Brand Culture &
Territory Map
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 ٨

CHAPTER

CASABLISS
120
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CASABLISS

What Is Casabliss?
When deciding what would best benefit Casablanca's current position in fashion
marketplaces and enhance their public image, it was difficult not to be drawn to
a sports-related venture. However, following additional discussion about events
that would provide an unforgettable experience for the brand, a festival emerged
as the most uniting. Casabliss is an AfroBeats Music Festival produced through a
media partnership between Casablanca Paris and Spotify. Festivals, like African
culture and music, promote an inviting environment and a sense of togetherness.

When and Where?

The festival would take place in Casablanca, Morocco, to honor the brand's personal
African history. The end of summer coincided with several of the artists' tours,
consequently the event will be held on August 17th and 18th. Casablanca is a city with
great historical, emotional, cultural, and symbolic value for the brand, making it the
ideal location for the event. It is also an Afrobeats festival, therefore it makes sense that
it would take place in an African country.

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 Who?
The festival's lineup would be made up of talented musicians from Africa, who do
not often get credit, especially in the fashion industry. Among the artists featured,
there are Wizkid, Burna Boy, Asake, Rema, Ayra Starr, Black Coffee, Shallipopi,
Davido, Vegedream, Dj Phaphane, Moha K, Issam, Tyla, Omah Lay, Uncle Waffles,
Tayc, El Grande Toto, Ninho, Dadju, Bracket, Aya Nakamura, Zamdane, Ouenza and
DYSTINCT. The festival brings people of many different African roots together to be
celebrated in the name of music and fashion simultaneously.

Why?
The mission of Casabliss is to cherish African culture and introduce African artists to
the fashion industry, and gaining inspiration from their cultures as the brand has done
countless times before. The festival also aims to create a viral moment for Casablanca,
that will increase brand recognition and create a positive association to the brand. The
concert will be memorable with cups, streamers, merch available as a memento to
create an experience that will be spoken about months after.

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How?
Casablanca relies on a partnership with Spotify to fund, promote and establish a connection
between the brand and the artists (who are already Spotify partners) in order to bring this
project to life. Weekend tickets would cost 250 euros with 50 euros in store credit, while day
tickets would cost 150 euros with 30 euros in store credit.
Pop-ups from businesses that Casablanca has previously worked with, such as New Balance
and Erewhon, are also crucial elements for the promotion and the founding of the festival, and
they would offer exclusive merchandise. For the public that comes from outside of Casablanca
and wants to avoid spending a lot of money on hotels, Casabliss and Jeep would create a jeep-
camping option.
In terms of communication strategies to promote the event, there would be an Instagram
account, promotion video, promotional banner on casablancaparis.com, billboards, a Spotify
playlist and ads for the platform and the artists would perform wearing custom Casablanca
Paris' outfits. Additionally, a free drink would be offered to everybody who attended the festival
wearing the brand.

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Works Cited:
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