However, Tajer has always been interested in fashion. At the age of 19, he completed an internship with Rick Owens, which provided him with a behind-the-scenes look at the luxury fashion industry. It was there that he found one of his greatest inspirations. He realized that, although Rick Owens' designs were extreme and had a distinctive style code that many people didn't refer to, he was expressing his own identity in the most authentic and honest way — the key to his success.
Then, in 2008, Charaf Tajer and Stéphane Ashpool founded the streetwear brand Pigalle. Tajer focused on marketing and event planning as he wasn't yet confident enough to take on the role of designer. Two years later, they opened the renowned nightclub Le Pompon, which hosted events for luxury brands such as Louis Vuitton and Givenchy.
As Charaf grew, travelled and designed for the club over the years, he gained confidence and developed his own point of view, which he wanted to share. Like Rick Owens, he embraced his identity, albeit with a different aesthetic. However, Tajer also had doubts. Yet, he realized that he had to step out of his comfort zone to fulfill his vision; otherwise, he would regret leaving it behind. After three or four years of nurturing the idea of creating a brand — initially as part of Pigalle, as he lacked the confidence to do it alone — he decided that it was worth venturing out on his own. He left Pigalle to realize his vision, which soon proved to be one of the greatest successes of an emerging luxury fashion brand.

In 2018, he launched his own fashion brand, Casablanca. Despite having a limited budget, he designed his first collection. He organized his first show at his mother's home in Belleville, attended by buyers from the exclusive London boutique Browns and the Japanese department store Isetan, among others. This followed Charaf posting pictures of his designs on Instagram, generating considerable excitement. Then, in 2020, Casablanca launched its first womenswear collection. According to Tajer, this was no surprise, as many women were already wearing the label's menswear. There was therefore huge demand for the brand to create a womenswear line. That same year, Tajer took part in the LVMH Prize, becoming one of eight finalists.
Since its inception, Casablanca has collaborated with New Balance several times, reinterpreting the sportswear brand's various shoe models. In 2022, two years later, the up-and-coming luxury label teamed up with Bulgari to release two collections comprising seven distinctive handbags, ultimately representing and combining the identities of both brands. The first collection, called 'Après Tennis', was released in April and focused on Casablanca's leisure style, incorporating a tennis aesthetic into distinctive luxury pieces. The second, 'Mosaic Story', launched a month later, paid tribute to Bulgari's heritage by incorporating glimpses of Roman villas and landmarks — the birthplace of Bulgari — into the designs. Tajer sums up the collaboration as follows: "We wanted to find a way to mix both our identities in a very natural way", which they certainly achieved, resulting in extraordinary and remarkable designs.

Having examined the history of Charaf Tajer and the rise of Casablanca, we will now explore the true essence of this luxury brand.
The name Casablanca is very important to Charaf himself. As we have seen, it is where his parents met and where he spent his childhood summers. Moreover, as a passionate traveller of French-Moroccan heritage who loves exploring new places, he feels that Casablanca represents his identity, as it is an Arab city in a former French colony that has a Spanish name. It's a dynamic city full of inspiring architecture, a subject that Charaf studied. Therefore, he always incorporates architectural elements and nature into his designs, as both inspire him immensely. Besides, as just mentioned, he wants his designs to draw attention to nature to show how we should appreciate its beauty and simplicity more. Charaf's attitude and sources of inspiration are evident in his colorful, optimistic designs.
It is therefore important to him to embrace this optimistic approach to fashion, as it reflects his own identity and contrasts with the disruption that is so prevalent in today's fashion world."And the main thing with Casablanca is we are pro something. We are for the beauty. We are for sport. We are for well-being."

Thus, Casablanca is Tajer's expression of how he sees the world, with all its beauty and hidden dreams. It captures the excitement of his travels and the aesthetics he discovers, as well as the pivotal moment when he first saw a Hermès scarf and entered the world of exclusivity and beauty. Tajer recalls that, in Paris in the early 2000s, wealthy individuals such as doctors would dress up in Lacoste tracksuits, Cartier sunglasses and Hermès scarves to visit the country club on Sundays. Keeping this style in mind and identifying with its aesthetics opened a window for dreaming, says Tajer. Casablanca now takes the casual tennis style and combines it with luxury, designing clothes that Charaf himself couldn't find in existing menswear collections. By creating artful, high-quality silk shirts — for which Casablanca is best known — as well as tracksuits and eyewear, Tajer produces clothing that is both comfortable and exclusive. On top of that, Tajer is keen to create pieces that aren't aimed at a specific demographic. Instead, he wants to create clothes that will be loved by people of all ages and that stand out because of their distinctive, inclusive style, rather than any particular hype.

Finally, I would like to acknowledge the important message that Charaf Tajer is trying to convey. Having taken 10 to 15 years to see himself as a designer and to call himself a designer, he now aims to inspire others who may not have the 'right' background or skin color to pursue a career in fashion. He encountered a great deal of prejudice growing up in Paris, where it was deemed impossible for someone who looked like him to work in fashion. Charaf cites Virgil Abloh, whom he met around 2009 and who became a great friend, as someone who opened doors and that proved that you can be anything you want to be and that achieving your greatest goals is a matter of the heart.
Tajer now lives by the motto, "I want to go for the impossible possibilities", and firmly believes that anyone can make their dreams come true. "Anyone can do it. You just have to find yourself in a way. You have to say what you want to say to the world."

By looking at Charaf Tajer's story, we have been able to gain an insight into his personality and identity, both of which are reflected in his designs. Casablanca embodies the beauty that can be found in the world and incorporates the moments and details that have shaped Tajer's journey. However, we can also see how the founder of Casablanca struggled to find his voice because of past prejudices. He is therefore a great inspiration, showing that if you believe in yourself and listen to your inner voice, you can achieve anything you set your mind and heart to - always going for the seemingly impossible.