Casablanca Paris’ new Selfridges installation features a selection of its fall/winter 2021 collection.
The installation will feature a wide selection of the brand’s first womenswear collection, highlighting the typical sportswear inspired designs that Casablanca Paris has become known for. This collection will feature the brand’s silk shirts, tailoring, and a new line handbags.
Casablanca aims to be a mix of lux and leisurewear, with a goal to combine comfort with elegance. The brand’s French-Moroccan heritage inspires the pieces, which are made in Paris and have the products produced in Casablanca.
“Casablanca Paris has an amazing relationship with Selfridges,” said Charaf Tajer, Casablanca Paris’ creative director, in a statement. “They bought my first collection, which was surreal. We felt it was a natural choice to host the installation and launch our first women’swear collection. We are honored to have our Casablanca escape for customers in this iconic store, and continue our relationship of innovation with Selfridges as an emerging brand.”
The brand’s decision to expand into womenswear was recent, with its initial focus on men’s tailoring and apparel. Casablanca presented its spring 2022 menswear collection on the digital stage at Paris Fashion Week in June. It showcased its usual luxurious silks and cashmere clothes. The brand’s intention to push its womenswear further forward is evident in the opening of the Selfridges showroom.
A mirage of colours are injected into the collection, with nods to the creative director’s North African roots. This heritage is also reflected in the installation, which features walls covered with warm and bright colors that are reminiscent of Moroccan culture.
“We are so excited for Casablanca’s takeover of our atrium space,” head of womenswear at Selfridges, Jeannie Lee, said. “We are delighted to be able give Casablanca the opportunity to present their full vision and introduce the brand into the womenswear edit.
In a pop up-like manner, the installation will be running from August 17 – September 5 in the Selfridges Womenswear Atrium.