However, we can't overlook the fact that Charaf has always had an interest in fashion. At age 19, for example, he interned with Rick Owens, gaining a behind-the-scenes look at the luxury fashion industry. There, he found one of his greatest inspirations. He realized that although Rick Owens's designs were extreme and had a distinctive style that many people didn't follow, Owens was expressing his own identity in the most authentic and honest way—the key to his success.

In 2008, Tajer and Stéphane Ashpool founded the streetwear brand Pigalle. Thereby, Charaf focused on marketing and event planning because he wasn't confident enough to be a designer yet. 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 and traveled, designing for the club, 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 had his doubts. 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 — Charaf decided it was worth venturing out on his own. He left Pigalle to realize his vision, which soon became one of the greatest successes of an emerging luxury fashion brand.

In 2018, he launched his own fashion brand, Casablanca. Despite his limited budget, he designed his first collection. He held his first show at his mother's home in Belleville. Attendees included 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, which generated 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 participated in the LVMH Prize and became one of eight finalists.

Since its inception, Casablanca has collaborated with New Balance several times, reinterpreting the sportswear brand's shoe designs. Two years later, in 2022, 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 featured Casablanca's leisure style with a tennis aesthetic incorporated into luxury pieces. The second collection, "Mosaic Story", launched a month later and paid tribute to Bulgari's heritage by incorporating glimpses of Roman villas and landmarks — Bulgari's birthplace — 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 designs.

Now that we've examined the history of Charaf Tajer and the rise of Casablanca, let's explore the true essence of the luxury brand.
Casablanca is an important name for Charaf himself. As we learned, that is where his parents met and where he spent his childhood summers. As a passionate traveler of French-Moroccan heritage who loves exploring new places, Charaf feels that Casablanca represents his identity. After all, Casablanca is an Arab city in a former French colony with a Spanish name. It's a dynamic city full of inspiring architecture. Charaf also incorporates architectural elements and nature into his designs as they inspire him immensly. Furthermore, he wants his designs to draw attention to nature and demonstrate how we should appreciate its beauty and simplicity more. Charaf's attitude and sources of inspiration are evident in his colorful, optimistic designs. Embracing this optimistic approach to fashion is important to him because it reflects his identity and contrasts with the disruption prevalent in today's fashion world. "The main thing with Casablanca is that we are pro something. We are for beauty. We are for sports. We are for well-being", he says.

Thus, Casablanca is Tajer's interpretation of the world and all its beauty and hidden dreams. It captures the excitement of Tajer's travels, the aesthetics he discovers, and the pivotal moment when he first saw a Hermès scarf, entering him into a world of exclusivity and beauty. Tajer recalls that, in Paris in the early 2000s, wealthy individuals, such as doctors, would dress in Lacoste tracksuits, Cartier sunglasses, and Hermès scarves to visit the country club on Sundays. Tajer says that keeping this style in mind and identifying with its aesthetics opened a window for dreaming. Casablanca now combines the casual tennis style 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. Additionally, Tajer aims to create pieces that aren't targeted toward a specific demographic. 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, Charaf Tajer has an important message to share. After 10 to 15 years of internal struggle, he embraced his identity as a designer. Now, he 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. Tajer cites Virgil Abloh, whom he met around 2009 and who became a great friend, as someone who opened doors and proved that you can be anything you want and achieve your greatest goals.
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 examining Charaf Tajer's story, we gained insight into his personality and identity, both of which are reflected in his designs. Casablanca embodies the beauty found in the world, incorporating moments and details that shaped Tajer's journey. However, we also see how Tajer struggled to find his voice because of past prejudices. Therefore, he is a great inspiration as he shows that if you believe in yourself and listen to your inner voice, you can achieve anything you set your mind and heart to — even the seemingly impossible.