Around the world, the interpretation of summer has shifted from previous conventions to a more abstract practice. Gone are the usual outings, trips and physical amenities. In are the sidewalk functions, small group conferences and distant hazy stares. When it comes to the escapes and releases that summer normally provides, the reality of the current time is more dependent on how we all perceive it. Even in a stripped down state, the idea, romance and nature of the season persists to be used as needed.
Few clothing brands today capture the fantasy of summer like Charaf Tajer’s Casablanca. Founded in 2018, the early days of the brand have been fast-laned by breezy collections mixing silk, sport, color and luxury into a fresh new palate of summer clothing.
A native to Paris himself, Tajer augments his pedigree of French luxury with the essence of Casablanca metropotalia. The Moroccan city, a motif of golden hour Mediterranean romance, was a staple to the designer’s early childhood and family roots.
“What inspires me most about Casablanca is the way I saw people living as if it were the last day of their lives—wearing the best prints they could, riding motorcycles without helmets—there's a real sense of freedom,” Tajer explained to i-D about the brand’s origins.
The prints that Casablanca has become known for are filled with bright fruits, fantasy figures and dreamy landscapes you’d imagine through a pair of sunglasses. A love for tennis and its accompanying vintage luxuries also offer a sporty side to the brand, in-tune with athleisure’s open interpretation and flexibility across fashion subcultures.
In the Spring of 2020, Casablanca was selected as a finalist for the LVMH Prize for Young Fashion Designers. The brand has quickly gained a following in American and European pop culture with the likes of Skepta, Swae Lee and Gunna all modeling for the brand since its inception.
Debuted in Paris last summer, Casablanca’s Spring/Summer 2020 collection breathes symbols of summer luxury into a time when nostalgia and dreamy images have taken on new meaning. From tracksuit pieces to Cuban collar shirts and long sleeve silks, Tajer’s style has always made the most out of summer’s core substance, even as the context in which they now exist has changed.