Charaf Tajer

Charaf Tajer is the founder and creative director of Casablanca. The Paris-based label has collaborated with New Balance, Globe-Trotter, Caviar Kaspia and LVMH-owned jeweller Bulgari (its first partnership with a major luxury house). Tajer grew up in Paris’s Tenth Arrondissement. Of Moroccan descent, he also spent timeexploring the streets of Casablanca. Visiting various destinations around the globe for many years, travels have become an integral part of where Tajer draws inspiration from for all of his creativity. The self-taught creative director and desiqgner got his start co-founding and working at streetwear brand Pigalle and Paris nightlife hotspot Le Pompom, then with French collective Pain O Chokolat, Off-White and Supreme. Tajer launched Casablanca in 2018, taking inspiration from his Parisian and Moroccan roots, with laid-back pieces in luxury materials. Casablanca started with menswear but has since expanded to womenswear, leather goods, jewellery, eyewear and footwear. The label gained traction with women in Los Angeles, worn by model-celebrities like Naomi Campbell, Gigi Hadid and Kendall Jenner who helped to accelerate the brand's rise. Tajer was one of eight joint winners and finalists of 2020’s LVMH Prize. In 2022, Tajer was included within the influential BOF 500 global community. He was also a finalist for the International Woolmark Prize and Andam Grand Prize in 2021.