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Charaf Tajer, one of the LVMH Prize winners in 2020, launched Casablanca in 2018. The brand Casablanca is named after the Moroccan city, where Tajer's parents met and where he now manufactures his clothes. The Parisian born fashion designer has Moroccan descent, whereas the label is full of Moroccan travel-and-party lifestyle vibes and consists of leisurewear-inspired shirts and tailored trousers. The French menswear label combines elegance and comfort with nature and architecture inspired printed patterns.