“I want to be the first luxury brand out of North Africa,” said Charaf Tajer who, riding the luxury sportswear wave, is set to unleash his own colorful “après-sport” spin on the world. Having presented his first collection in a Paris showroom last June, the designer on Jan. 17 will stage his first show at the Hôtel Mona Bismarck.
He’s been building up to this moment. With a background in architecture, Tajer was a partner in PPP — a multidisciplinary Paris-based creative collective spanning the fashion label Pigalle and the Pain O ChoKolat and Le Pompon fashion events and nightlife concepts — and has collaborated with Virgil Abloh.
Tajer grew up in Belleville in Paris, but his parents met working in an atelier in the Moroccan city that inspired the label’s name. Produced between France and Casablanca, “the collection is 50-50 and I am 50-50,” he said.
Based on “comfort and elegance,” the label’s direction combines the ease of a hotel bathrobe with the swagger of the peacocks in tracksuits in amazing colors the designer would see out on the town in Casablanca during his youth in the Nineties and delivered with a touch of humor.
Channeling a resort feel, the fall 2019 line — titled “Midnight in Casablanca” — includes printed silk pajamas meant to be worn out, signature terry cloth tracksuits, boldly colored coats in Scottish cashmere, and printed silk shirts produced in a luxury factory in Lyon, including a black style in a constellation print swirling with winged horses and zodiac signs. (Other designs depict Casablanca’s port and luggage, while a total look colored denim silhouette sports a retro telephone print mixed with cocktails and ashtrays with stubbed out cigarettes.)
The brand counts 14 stockists including Maxfield in Los Angeles, Browns in London and Isetan in Tokyo.