Casablanca, the French-Moroccan luxury label founded by Charaf Tajer in 2018, has reached a major milestone: opening its first physical boutique in Paris, the city where its fashion journey began. Located at 62 rue du Faubourg-Saint-Honoré, near some of the world’s most exclusive luxury maisons, the new space is more than a store — it’s a statement of creative and cultural arrival.
Spanning 460 square meters across three floors, the flagship occupies a former art gallery and offers a full immersion into Casablanca’s aesthetic universe. It showcases everything from menswear and womenswear to accessories, sneakers, leather goods, and lifestyle pieces, reflecting the brand’s evolution from cult streetwear to full luxury house.
“It feels like a full-circle moment,” said Tajer. “Years ago, this address was a dream — everyone told me it was impossible. Now, it’s real.”
Design That Fuses Past, Future and Pop Culture
Designed in collaboration with Counterfeit Studio (London) and Elements Lab (Morocco), the boutique blends Parisian elegance, cinematic inspiration, and vibrant modernism. The interior features:
- Rounded, geometric furnishings
- Mediterranean colors: bold red, green, and azure
- Materials like lacquered wood, velvet, mosaic, tinted glass, and several marbles
- Moulded arches and whitewashed textures evoking North African craftsmanship
The result is an inviting, pop-art-inspired dreamscape, perfectly aligned with Casablanca’s signature visual language.
Retail Expansion: Los Angeles, London, Dubai & More
The Paris boutique is just the beginning of Casablanca’s global retail rollout. Next up:
- Los Angeles (July): 469 North Canon Drive, Beverly Hills
- London (Shop-in-shops):
- Selfridges (September)
- Harrods (November)
The brand already operates shop-in-shops in Dubai (Bloomingdale’s, Harvey Nichols) and Berlin (KaDeWe), and has hosted pop-ups at Le Bon Marché and Mandarin Oriental Bodrum.
Future seasonal activations include:
- Tahiti Beach, French Riviera – July
- Fashion Clinic Comporta, Portugal – August
- Atlantis The Royal, Dubai – Autumn (with Ounass)
Coming Soon: Skiwear Capsule with Faction Skis
Casablanca is also preparing to enter the luxury skiwear market with its first capsule collection, produced in partnership with Swiss label Faction Skis. Launching in November, the collection will debut via:
- Pop-ups at Harrods (London) and Galeries Lafayette (Paris)
- Alpine resorts, including Verbier and Gstaad
The line will merge performance wear with Casablanca’s luxurious retro-sporting aesthetic, extending the brand’s reach into cold-weather luxury.
Business Momentum and Creative Vision
Now headquartered in London and led by CEO Frederick Lukoff, Casablanca closed 2024 with €45 million in revenue and is on track to hit €60 million in 2025, thanks to 30%+ year-over-year growth. Its e-commerce has seen triple-digit gains, reflecting a sharp rise in global brand recognition.
With 140 employees, growing wholesale partnerships (over 350 global retailers), and continued collaborations with names like Bulgari, Caviar Kaspia, ST Dupont, and Nordstrom, Casablanca is building the kind of fashion house that seamlessly blends cultural storytelling, travel, and design innovation.
