×
233
Fashion Jobs
SHISEIDO
Laura Mercier Account Manager - Arnotts, Dublin (Maternity Cover)
Permanent · Dublin 13
SHISEIDO
Bareminerals Account Manager - Boots, Belfast
Permanent · New York
RALPH LAUREN
Assistant General Manager (Kildare)
Permanent · Kildare
SHISEIDO
Bareminerals Dual Site Account Manager - Arnotts, Dublin
Permanent · Dublin 13
ESTÉE LAUDER
jo Malone London - Business Manager - bt2, Dundrum - 37.5 Hours - Full Time, Permanent
Permanent · Dublin
ESTÉE LAUDER
Clinique - Consultant - Brown Thomas, Cork - 24 Hours - Part-Time - Permanent
Permanent · Cork
ESTÉE LAUDER
Bobbi Brown - Business Manager - Boots, Dundrum - 37.5 Hours - Full Time, Permanent
Permanent · Dublin
L'OREAL GROUP
Business Development Manager - Skinceuticals - Ireland - Active Cosmetics Division
Permanent · Dublin
ESTÉE LAUDER
le Labo - Business Manager - Brown Thomas, Dublin - 37.5 Hours - Full Time, Permanent
Permanent · Dublin
FOOT LOCKER
Manager, Treasury Operations
Permanent · Dublin 1
FOOT LOCKER
Senior Treasury Analyst
Permanent · Dublin 1
SHISEIDO
Nars Account Manager - bt2, Blanchardstown
Permanent · Dublin
SHISEIDO
Nars Account Manager - Brown Thomas, Cork (37.5)
Permanent · Cork
SHISEIDO
Bareminerals Account Manager - Boots, Liffey Valley (37.5)
Permanent · Dublin 22
L'OREAL GROUP
l'Oréal Designer Fragrances Solo Account Manager Brown Thomas Limerick
Permanent · Limerick
L'OREAL GROUP
Atelier Cologne Account Manager Brown Thomas Dublin
Permanent · Dublin
L'OREAL GROUP
l'Oréal Designer Fragrances Mobile Fragrance Consultant
Permanent · Dublin
L'OREAL GROUP
Lancôme Deputy Account Manager Brown Thomas Dublin
Permanent · Dublin
ESTÉE LAUDER
Estée Lauder - Counter Manager - Brown Thomas, Limerick - 37.5 Hours - Full-Time - Permanent
Permanent · Limerick
ESTÉE LAUDER
la Mer - Assistant Manager - Brown Thomas, Dublin - 30 Hours - Full-Time - Permanent
Permanent · Dublin
ESTÉE LAUDER
Mac - Retail Artist - Brown Thomas, Cork - 18 Hours - Part-Time - Permanent
Permanent · Cork
ESTÉE LAUDER
Estée Lauder - Beauty Advisor - Arnotts, Dublin - 30 Hours - Full-Time - Permanent
Permanent · Dublin
Published
Jan 24, 2021
Reading time
4 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Casablanca Royale on the Champs-Élysées

Published
Jan 24, 2021

Casablanca, the upbeat party-hearty French brand enjoying explosive growth, debuted its first womenswear collection this weekend with a Casino Royale-style after-party video shot on the Champs-Élysées.


Casablanca - Fall/Winter 2021-22 - Menswear - Paris - Photo: Yannis Meynadier - Foto: Yannis Meynadier

 
"It’s my image of the team of season: Formula One in a Casino in Monaco – all dressed in Casablanca," explained founder and designer Charaf Tajer, who shot his show video inside the Traveller's Club, a 19th-century mansion built by a courtesan on the Champs-Élysées, with rooms for gents and a tony casino.
 
Shot on Monday, and edited over several nights, the show video was unveiled Saturday night and featured a cast of fictive Grand Prix pilots, lovers and glamazons.

For women: capes in red checkered flags, saucy black and white checkered cocktails, silk blouses with stocks, or snazzy 70s pantsuits. All the gals guzzled on champagne; one combed the hair of a giant white poodle. The boys poured the bubbly constantly. 
 
There was even a groovy Greta Garbo figure, in a skull cap and a Vionnet-worthy pale green cocoon coat, secretly whished through the marble foyer to her suite. The gals sported green eyeshadow, the same shade as the scores of tropical plants placed around the club. 
 
Casablanca guys – a diverse cast reflecting contemporary France – donned male versions of the Chanel suit, but with pants and made in colander-weave cotton; preppy yellow and pink Ralph Lauren pants and trompe-l’oeil tuxedos.
 
It was all almost an enormous pastiche, were it not for the fact that Charaf is a first-rate print specialist – mingling Art Deco gothic, race-car illustrations and retro card designs. In a word, he is the Roberto Cavalli of the Côte d’Azur; or maybe the Versace of the Atlas Mountains.
 
Last summer, Casablanca debuted a women’s capsule collection on Net-a-Porter to test the market and it was a major success, encouraging Charaf to launch a full line. In the end, there were 50 looks each for men and women in this big party, which was shot respecting Covid rules.


Casablanca - Fall/Winter 2021-22 - Menswear - Paris - Photo: Yannis Meynadier - Foto: Yannis Meynadier

 
"I love every look. They are all like my kids. It’s a real pleasure to create a Casablanca wardrobe for women for our first co-ed show. She is stronger than the man," smiled Charaf, speaking from a studio in Paris, in the 18th-arrondissement neighborhood of Barbusse, rented for casting and fittings.
 
Asked which women he would most like to dress, Charaf replied – Jackie Onassis, Sade, and Gabrielle Chanel. Sounds like another great party. As indeed was this show video, named "Grand Prix," the name of probably the greatest sporting feature film made, that managed to include both Françoise Hardy and Juan Manuel Fangio in its cast.
 
Strong women clearly appeal to Charaf, who only launched his brand with a Spring/Summer 2019 collection in June 2018. His opening showroom was his mother’s living room in Belleville, the bustling neighborhood in northern Paris. Now, barely five seasons later, Casablanca retails in over 200 doors, including top-line destination retailers like Browns, United Arrows, Maxfield, Smets and Isetan. The likes of Gigi Hadid, Kendall Jenner and Hailey Bieber have all been seen wearing Casablanca.
 
Quizzed about his company turnover, he responded: "I’m French and don’t like to talk about my money, just my dreams."
 
Though based in Paris, half his creative team and management live in London, bringing further logistical headaches.
 
"Technically we have been harder hit due to pandemic. Most of the team couldn’t come to Paris – as most have UK passports. Deliveries are late and several factories closed," he shrugged.
 
Nonetheless, the Covid crisis didn’t alter the Casablanca aesthetic. "What did change was that we are dreaming harder and loving more and dreaming bigger. As I believe that today the notions of dreams; putting on clothes, freedom and travel are amplified," he insisted.
 
Charaf is such an uber-focused marketing man, he plastered his interlocking double C logo over most anything – negligee dresses, leather weekend bags, silk mechanic’s shirts. Talk about gall – Charaf made a mock Marlboro cigarette packet, inserted the word "Casablanca," and made that into a silk playboy shirt.
 

Casablanca - Fall/Winter 2021-22 - Menswear - Paris


His next dream is to open a flagship, even as the web grows more important. 
 
"I only want a few stores, five or six in major cities like Tokyo, Paris, London, New York, LA and Shanghai... oh, and Casablanca. Where each would be more like a Casablanca embassy. More an experience or a retail moment than just a shop," he explained.
 
Alfred Hitchcock style, Charaf even managed to make a brief appearance in his own fashion film, playing the piano. Bow your head, John Frankenheimer, Yves Montand and Toshiro Mifune too.
 
"Yes, I take risks yes but wearable risks. If not, it is not interesting. Because people want to feel part of something in important moments in their life – vacations, meetings or family," concluded the ever-smiling designer.
 
Like it or not, Paris fashion establishment, Charaf is the next big thing in French fashion.

Copyright © 2021 FashionNetwork.com All rights reserved.