Nuovo prodotto / Campagna - 5/21/25
The Casablanca Pre-Fall 2025 collection is inspired by the essence of Japan: its dualities, contradictions, and its many facets. Rooted in two decades of visiting and exploring the country, Founder and Creative Director Charaf Tajer marries tradition, modernity and Casablanca brand codes in a collection that pays homage to the vibrance of everyday life, while the campaign is a realisation of Brand Art Director Steve Grimes’ vision of capturing cinematic scenes, as if from a film, depicting the spirit and iconography of Japan through a dreamy, slightly futuristic lens.
A frenetic, sprawling urban landscape references the ideas of mass information and sensory overload: in one scene, models—the campaign’s ‘characters’—stand in front of an infinite grid of screens, flickering with eclectic iconography of nature, architecture, sound, art & design, and outer space, showing vast visuals evoking travel, discovery and understanding. In another scene, they perch on beautiful pieces of iconic design furniture, an orange gradient sky depicted as nature’s artwork, painted by the setting sun, the window a canvas to an obstructed view.
In a penthouse so high it’s above the clouds, a classic, low Japanese bed provides moments of contemplation, while a leafy Japanese maple garden imbues the campaign with an elegance and sense of serenity and zen: a nod to the slower, calmer pace of an older Japan. Historic, traditional symbols contrasted against the modern; the purity of nature combined with the ingenuity of humans: the Pre-Fall 2025 campaign brings these all together.
Known for his willingness to push the boundaries of in-camera and post-production techniques, photographer Richie Talboy shot the campaign, depicting the characters’ journey from one scene to the other. Director Andree Dubois further explored the idea of a subverted reality for the campaign film, distorting and playing with reflections to cinematic, surreal effect.
Casablanca Pre-Fall 2025 is available now on casablancaparis.com and at leading fashion boutiques across the globe.
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