Not everything about Tokyo moves at high speed. Beneath the neon, past the rush hour haze and vending machine glow, there’s a rhythm that feels fainter and more natural. It’s in the gesture of sliding off your shoes at the door, or the warm clatter of bowls at a family table. These small rituals of daily life in Japan are the starting point of Casablanca Autumn/Winter 2025 campaign.
This season, Casablanca steps away from its usual jet-set fantasy in favour of something more grounded. After two decades of exploring the country, Creative Director Charaf Tajer fuses the precision and poetry of Japanese culture with the brand’s offbeat elegance.
Shot by Theo Liu, the campaign follows a cast as varied as the city itself: a schoolgirl in an embellished skirt drifting between childhood and rebellion; a sharply dressed office worker catching a taxi after dark; a crew out in the Tokyo backstreets, faces lit by vending machines and signage; and yes, even dressed-up sex dolls. It’s a snapshot of real people and real rituals, loosely strung together like memories — or obsessions.
Obsession is a recurring theme throughout the collection. In Japan, it’s not just a quirk of culture but a way of moving through the world: to collect, to perfect, and to repeat. A childhood cartoon becomes a lifelong aesthetic. A subway station becomes a photography destination. And Casablanca taps into this intensity with care.
Tailoring is sharp yet playful, embroidery is exacting, and prints shift between the iconic and the unexpected: Mount Fuji in still relief, sakura flowers, and even a kawaii tennis ball reimagined like an object of devotion. There’s a flicker of chaos in the details, like the campaign’s after-dark snapshots from Harajuku, where neon spills into the shadows and something unexpected always lingers just out of frame. While the Casablanca codes of leisure, sensuality, and ease haven’t vanished, the tone has seemingly evolved.
The collection is available now online and at selected global fashion boutiques.
photography. Theo Liu
words. Gennaro Costanzo

























































