LVMH Prize 2020: French-Moroccan Brand Casablanca Are Awards Finalists

19 March 2020
Fashion, Brand, Designer, LVMH Prize 2020, Casablanca, French-Moroccan, Vaqar, LVMH, Louis Vuitton, Dior, Fendi, Loewe
Image: Alessandro Viero

Charaf Tajer’s super-jazzy brand is down to the last eight

French-Moroccan menswear brand and purveyor of some of the slickest fits in the business, Casablanca, has now reached the final of the 2020 LVMH prize.

After being shotrtlisted alongside Iranian brand Vaqar, Casablanca has now progressed to the final of the competition, alongside seven other labels.

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Casablanca takes its name from the city in which founder Charaf Tajer’s parents met. The sense of the exotic that the name conjures up is reflected in his light, silky statement shirts and sporty silhouettes that almost jump off the hanger at you.

Brightly coloured toweling tracksuits and beautifully printed silk shirts are the Casablanca signatures.

Think DJ Khaled-does-leisurewear and you’re on the way.

Launched in 2018 the brand has quickly become a favourite of editors wanting to shoot it and celebrities wanting to wear it. Lil Nas, J Balvin, and of course, DJ Khaled are all fans.

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The Casaway @jbalvin & @djkhaled #casaway

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Next up, they are about to launch a collaboration with sneaker brand New Balance.

But first, Casablanca is in the running to receive a top prize of $325k (Dh 1.2million) when the award is announced on June 5.

Established in 2013 to support young fashion designers and labels, the LVMH prize has helped its winners become established catwalk designers. London’s Grace Wales Bonner credits the award for keeping her afloat, while Virgil Abloh, who made it to the final in 2015, is now the creative director of Louis Vuitton.

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Of the 20 labels that have made it onto the shortlist, Casablanca is now one of eight finalists.

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Grateful @lvmhprize

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As well as the top prize there is also the Karl Lagerfeld Prize- a year of mentoring and $162k and a graduate prize of $11k

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The winner will also receive mentoring from some of the biggest names in the fashion world. LVMH group own Louis Vuitton, Dior, Fendi and Loewe.