From the streets of Casablanca to the runways of Paris, Charaf Tajer has transformed leisurewear into a luxury lifestyle. This is the story of a designer turning vacation mode into couture
From nightclub hustler to fashion’s silk-shirted Casanova, Charaf Tajer made “vacation mode” a lifestyle, turning Casablanca into fashion’s answer to a champagne-fueled French Open.
If Gatsby had a cousin who traded champagne for mint tea and polo shirts for silk kaftans, his name would be Charaf Tajer. Before becoming fashion’s favorite jet-setter, brushing shoulders with Jeff Goldblum like it’s just another Tuesday, he was simply a guy with a dream, a €3,000 budget, and a wardrobe louder than a Marrakech market. “Charaf Tajer and the Rise of Casablanca” is not just a rags-to-riches tale. It is a terry-cloth-to-tuxedo transformation. Think of it as the French-Moroccan remix of The Devil Wears Prada, but with more tennis courts, fewer snobs, and a lot more soul.
Of Moroccan descent and Parisian upbringing, Charaf Tajer’s background is rooted in a sartorial love story. His parents, a tailor and a machinist, met in a Casablanca couture atelier, imparting an early appreciation for craftsmanship. Summer days in 1990s Morocco became his unwitting moodboard, dazzled by flamboyant silk shirts, Lacoste tracksuits, Hermès scarves, and Cartier sunglasses.
Yet, Tajer’s perspective is shaped as much by his heritage as by his Parisian upbringing. As one of the few designers of color to reach the summit of French luxury, he carries both pride and the weight of discrimination in elite spaces. Instead of dimming his light, it fuels him. Drawing on his studies in architecture and psychology, and a circle of creatives from music to fashion, Tajer envisions Casablanca as more than clothes: a community, a cultural bridge, and a love letter to beauty itself.
Charaf did not start out sketching silk shirts. He was busy studying architecture and child psychology. As he wisely noted, "drunks behave like children," so perhaps it was all part of the plan. His first foray into fashion was interning backstage at a Rick Owens show.
In 2007, Charaf Tajer began his creative journey with his first fashion project: Pain O ChoKolat, a collective of artists organizing eclectic events that eventually gave rise to Pigalle and Le Pompon. Charaf’s career was not just about fashion; it was about connection. As he recalls, “I started with Pain O ChoKolat... I like the idea of gatherings because sometimes we can be divided by the color of our skin.”
In 2010, Charaf Tajer decided to flip the script and opened Le Pompon, a nightclub that quickly became the pulse of Parisian nightlife. As he humorously puts it, “Originally, we were considered outsiders, but we managed to infiltrate that world.” Once outsiders barred from velvet ropes, Charaf and his crew soon owned the club and showcased brands at Paris Fashion Week. He rubbed elbows with icons like Virgil Abloh and Jeff Goldblum.
Thanks to several nights at Le Pompon, in 2017, Charaf Tajer joined forces with Virgil Abloh, then creative director of Off-White, for the capsule collection The End. Featuring graphic tees and sweatshirts like the iconic "Othello’s Scorpion" design, it was a showcase of Tajer’s vibrant artistic vision. “Our styles were completely different, but we both wanted to enter the world of luxury with capital letters,” Tajer said.
In 2018, Charaf Tajer launched Casablanca, luxurious leisurewear with tennis-inspired designs and vibrant prints, combining Parisian refinement and Moroccan flair. The name "Casablanca" holds deep personal significance for Tajer, as it is the city where his parents met while working in a couture atelier.
"My dad was a tailor, and my mom was a machinist... They fell in love and decided to go to France together."
The debut collection was menswear—a love letter to the jet-set lifestyle: silk shirts, terry-cloth tracksuits, and prints that shouted, "I'm on vacation, but make it fashion." Celebs like Travis Scott and Gigi Hadid could not resist. He describes "Après-sport" as "a very comfortable reward after a very strong effort," perfectly capturing the ethos of relaxed elegance.
Tajer’s multicultural roots, blending French, Moroccan, and global influences, shine through. “We need to bring beauty and love into menswear... I think there’s too much irony everywhere,” he says. No room for sarcasm here—just pure, unapologetic style.
Starting Casablanca was not a walk in the park. Tajer credits his time at Pigalle and Le Pompon for teaching him brand creation and community-building—basically, he learned how to throw a killer party, but with clothes. Industry insiders like Sarah Andelman, founder of Just an Idea, praised Tajer’s “full vision, great look, and fantastic prints.”
Tajer’s goal? To make Casablanca a French fashion house inspiring the next generation of fashion icons.
In 2020, Casablanca introduced womenswear with a 15-piece capsule collection via Net-a-Porter, before expanding fully in the Fall-Winter 2021 collection. The collection offered a wardrobe designed for the Casablanca woman—masculine tailoring fused with feminine grace, pastel suits, silk shirts, and flowing kaftans inspired by Mediterranean elegance and 1970s tennis clubs.
Tajer proved his worth to the fashion elite by winning the LVMH Prize 2020, marking himself as a designer capable of pushing boundaries while honoring his roots.
Casablanca x New Balance: Sneakers Meet SilkIn 2020, Tajer collaborated with New Balance on the 327 silhouette, blending Casablanca’s North African-inspired palette with ’70s runner vibes. The XC-72 sneaker followed, inspired by vintage sports cars. Tajer emphasized the importance of lasting design: “Once the hype dies, only the design stays, and I think this is very important.”
Casablanca x Bulgari – “Serpenti Through the Eyes of Casablanca”In 2022, Tajer partnered with Bulgari, merging Casablanca’s après-sport aesthetic with Bulgari’s Roman heritage. Two standout lines emerged: the Après Tennis Story (white perforated leather bags with wooden handles) and the Mosaic Story (bags adorned with intricate mosaic prints).
Tajer said, “With Bulgari, we share the same love… It's all about blending heritage with modern graphics, like an adventure in storytelling.” The collection fused old-world charm and contemporary flair.
A dash of Parisian flair, a sprinkle of Moroccan heritage, and a whole lot of confidence. Tajer’s journey from architecture student to fashion mogul is a testament to the power of following one’s passion, even if it means dressing like you’re always on vacation.
"I want to spread beauty and self-confidence, to express what’s beautiful in the world and about the world, and in all of us."
And if that means wearing a silk shirt to the grocery store? Well, that is just part of the charm.
