The French-Moroccan designer Charaf Tajer has made an impressive entry to the first fashion show of his newly launched ready-to-wear brand, Casablanca.
Organised on the sidelines of Paris Fashion Week, the parade held on the 17th of January in the presence of many celebrities from the world of fashion and art, including rapper Skepta, displayed the sporting spirit, chic of the brand under a theme of exoticism and elegance.
A holiday air blows on the brand’s universe, even in winter. Palm patterns, orange pyramids, colonnades … Casual outfits in sand, cobalt blue, pink or emerald colours, which come in silk or sponge jackets, shirts and tracksuits, inspired by the Moroccan origins of the designer.
He makes his guests travel from the Parisian cold to the warmth of Morocco. The result is comfortable yet elegant pieces, full of nostalgia. The luxury brand is thus surfing between kitsch and minimalism without ever switching in either.
Aged 33, Charaf Tajer, who also co-founded the ready-to-wear brand Pigalle, has managed to attract the attention of the greatest, including the influential French Caroline de Maigret, the model Tina Kunakey, the DJ Black Coffee or Louis Vuitton’s new artistic director, Virgil Abloh, who all follow the Moroccan on Instagram.
“I want to be known as the new Parisian house,” said Charaf early into the show.
According to Vogue magazine, which also devoted an article to the brand’s Paris appearance, the designer is preparing a new show at the Mamounia in Marrakech.
(Adapted from an article published on the HuffPost Maghreb)