Charaf Tajer Balances Creativity and Nostalgia Ahead of Casablanca’s SS27 Show
On the eve of Casablanca's Spring/Summer 2027 fashion show, Charaf Tajer, the brand's creative force, finds himself in the midst of a whirlwind of preparations. With casting sessions in full swing and the lighting and soundtrack to be finalized, the atmosphere is electric. The chosen venue, a transformation of a familiar space, promises to surprise even the most seasoned fashion show attendees. Tajer emphasizes this transformation, stating, "We’re making it look completely different," as he works to create an immersive experience that reflects the spirit of the brand.
The venue itself holds significant importance for Tajer, having been a landmark he admired during his childhood. Designed by the renowned Brazilian architect Oscar Niemeyer, the building was a constant presence on his way to school, captivating him with its unique architecture that resembles a whimsical child's drawing. Tajer recalls the former headquarters of the French Communist Party as a structure characterized by simple forms topped with a bowl seemingly suspended on pillars. Now, returning to this space for his show resonates deeply with him, as it symbolizes a homecoming to the very area where his dreams took root.
In an industry often leaning towards muted tones and minimalist designs, Casablanca stands out with its unwavering commitment to vivid colors and positivity. Tajer believes that colors are essential elements of self-expression and that the notion of positivity can coexist with depth and complexity, challenging the stereotype that depth must be synonymous with darkness or sadness, especially in a culture like France’s.
Exploring Identity Through Casablanca’s SS27 Collection: _AMOR E PROGRESSO_
The SS27 collection, titled _AMOR E PROGRESSO_, reinterprets Brazil’s national motto, replacing 'Order' with 'Love.' This choice reflects a philosophy that embraces optimism amidst uncertainty. Just a day after our conversation, the venue transforms into a vibrant alternate universe, where shimmering aluminum strips loom overhead, casting a kaleidoscope of reds and purples. Models glide down the runway, adorned with surfboards and glistening as if freshly emerged from the waves, creating an atmosphere reminiscent of a day at the beach in Rio. Tajer’s vision permeates every aspect of the collection, from silk wraps around swimwear to the fusion of sportswear with intricate embroidery and striking animal prints.
Tajer’s reflections on Brazil are profound and nuanced; he acknowledges the country’s social challenges while celebrating the communal spirit that thrives despite them. He admires the way Brazilians from diverse backgrounds come together, sharing spaces and experiences, embodying the idea that "there is no private beach." He notes the global recognition of Brazil’s vibrant culture, suggesting that the colors of the Brazilian flag have become more prominent in fashion, subtly replacing the familiar stars and stripes of the American flag.
Music has been a significant influence in Tajer’s life, particularly the works of Jorge Ben Jor, who embodies the complexity of art combined with positivity. Tajer admires Ben Jor for his refusal to conform to categories, presenting himself as a relatable figure for his audience. He also draws parallels with Gil Scott-Heron, recognizing both artists as embodiments of creativity that navigate the landscape of deep thought and accessibility. This appreciation for cultural icons extends into his choice of muses, including the New York rapper Jim Jones, who embodies a similar ethos of design and creativity.
Reflecting on his journey into fashion, Tajer recalls his time as a young intern at a Rick Owens show, where he was captivated by the extreme aesthetics of the collections, despite them not resonating with his personal style. Instead of replicating Owens’ vision, he took away the principle of authenticity: creating something that truly belongs to him, allowing like-minded individuals to connect with his vision. Tajer sees Casablanca not as an antidote to conformity but as an alternative, emphasizing the need for variety in the fashion industry.
As Tajer envisions the future of Casablanca, he prioritizes a mood of positivity and creativity, believing that today’s vibrancy will lead to an even brighter tomorrow. He reflects on how the journey of his brand mirrors the evolution of ideas, transforming from a mere concept to a tangible expression that resonates with people globally. In his words, "It's like an idea that becomes a drawing that becomes a shirt that becomes a brand that becomes my life. And then it becomes the life of many other people that work with me." This sentiment encapsulates the essence of Casablanca: a celebration of color, creativity, and community that continues to inspire and engage.
As reported by complex.com.
