For Fall Winter 2025, Casablanca documents Tokyo through scenes of everyday life, from family dinners to late-night streets.
Tokyo’s neon maze is the unlikely co‑star of Casablanca’s Fall Winter 2025 campaign. Photographer Theo Liu trails a cast of locals through their routines: a salaryman flags a taxi beneath the Shinjuku skyline, a teen in a crystal‑scattered skirt guards her plush toys, friends spill out of a Harajuku love hotel at dawn. The pictures read like holiday snapshots, yet every frame hums with the polish that has become Charaf Tajer’s signature.
Tajer has logged two decades of visits to Japan, and that long study shows. His collection weighs contrasts: modern towers set against tatami rooms, corporate uniforms next to cartoon pastels, each opposition sparking the next look. The idea echoes the campaign’s street casting, where real people step in for runway regulars to create a mood closer to documentary than editorial.
Back on the racks, the clothes advance the same push‑pull. Tailored suits arrive in deep burgundy wool, their sharp lines softened by kimono‑wide belts. Leather jackets pick up Bōsōzoku cues, while gradient knits slip easily from après‑ski lounge to downtown rave. A pastel wave of kawaii accessories, think sakura earrings and plush mascots on bags, adds a wink of nostalgia and proves refinement can share space with play.
“Kaizen,” Japan’s principle of continuous improvement, sits at the heart of the season. Tajer treats it as both title and method, polishing every detail until it feels inevitable: jeans hemmed just so, sneaker soles that mirror Mount Fuji, gestures that appear unposed yet precise.
The result is a campaign that moves at street speed but lands with the impact of a studio portrait. By focusing on ordinary ritual such as noon lunches, late trains and midnight karaoke, Casablanca shows that everyday life can be runway‑worthy when filtered through a designer’s eye. Tokyo has never looked more itself, or more Casablanca.
