Paris-based label Casablanca debuts AW21 collection with an installation at Selfridges

CASABLANCA — the buzzy Paris-based resort label making waves in the wardrobes of the fashion flock — has debuted a dreamy new installation at London’s Selfridges to mark the release of their AW21 collection.

Casablanca AW21 installation at Selfridges

Founded in late 2018 by French-Moroccan designer Charaf Tajer, the luxury brand has rapidly gained a cult following for its sportswear-led silhouettes that offer the perfect synergy of youth, comfort and old-world elegance.

Casablanca AW21 installation at Selfridges

“Casablanca Paris have an amazing relationship with Selfridges. They bought the very first collection from the brand which, was so surreal for me. It seemed a natural fit for us to host the installation, launching our first womenswear collection,” says Tajer. “As an emerging brand, we are honoured to create our own Casablanca get-away for customers inside such an iconic store and continue our relationship with Selfridges in such an innovative manner.”

Casablanca AW21 installation at Selfridges

The installation, which launches the first Casablanca AW21 womenswear collection, houses a host of signature designs throughout its vibrant floors, from the brand’s iconic silk shirts, slouchy tailoring, and a new line of handbag styles.

Casablanca AW21 installation at Selfridges

“We are so excited for Casablanca’s takeover of our atrium space,” adds Jeannie Lee, head of womenswear at Selfridges. “We are thrilled to be able to give the brand an opportunity to present their full vision to our customers, as well as introducing the brand into our womenswear edit.”

by Joshua Hendren