The Casablanca Fall 2025 ad campaign features a cast of locals with scenes like pictures read like holiday snapshots, yet every frame hums with the polish that has become Charaf  Tajer’s signature.

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.

The 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.