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Rabat – The Moroccan-inspired brand “Casablanca” is one of the final contenders for the prestigious ANDAM fashion award.
The competition features brands from fashion spots around the world, and was originally started in 1989 by French fashion icon Nathalie Dufour in collaboration with the French Ministry of Culture. The winners for this year’s ANDAM award will be announced on July 1.
Casablanca is a luxury clothing brand created by French-Moroccan fashion designer Charaf Tajer in 2018. The brand has since caught the attention of many influential people within Parisian fashion circles, including fashion mogul Donatella Versace, founder of one of the most well-recognized luxury clothing brands in the world.
Versace reportedly contacted Tajer and offered him to become the designer of the brand’s men’s fashion line, although no agreement has been announced yet.
The son of Tajer was born in Paris, the son of two Moroccan immigrants. And since launching his fashion line three years ago, he has become a rising name in the fashion world.
In an interview with fashion site WWD, Tajer said he planned for Casablanca to be “one of those big houses that we all know, like Hermès, Chanel or Saint Laurent,” within the next twenty or thirty years. If Tajer’s line does win this year’s ANDAM fashion award, the prize would be $364,996 plus a year of coaching from the CEO of fashion brand Balenciaga.
“It is an honor to have been announced as a finalist for the Grand Prize of this year’s ANDAM Fashion Award,” Tajer stated in an Instagram post.
Moroccan fashion design has become an increasingly popular niche within the global fashion community. In fact, another Moroccan fashion brand, Aswad, is also contending for a spot in the “Accessories” category of the competition with its line of leather bags.
Should these Moroccan brands win, they will join the ranks of prestigious previous winners of the award, including Martin Margiela, and Victor & Rolf.
