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The BoF Podcast | Casablanca’s Charaf Tajer on Designing for Inconceivable Prospects


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French-Moroccan designer Charaf Tajer is the French-Moroccan designer behind Casablanca, a enterprise that he began with solely €3,000 to faucet into the rising demand for ladies’s resortwear, and which is now doing greater than €45 million in annual income.

However Charaf’s rise within the Parisian style scene can also be distinctive due to who Charaf is and the place he’s from. As one of many few folks of color working on the very high stage of French luxurious style, he has discovered that regardless of how excessive his star rises, he nonetheless faces discrimination associated to his identification as he travels in these elite areas. This solely makes him wish to work tougher to interrupt down boundaries and develop into a task mannequin.

On the most recent episode of the BoF Podcast, designer Tajer joins BoF’s Imran Amed on The BoF Podcast to speak about constructing his personal enterprise, the facility of aspiration and opening doorways for individuals who wish to break into style.

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Key Insights:

  • Rising up within the outskirts of Paris, Tajer had an early appreciation for luxurious, getting glimpses of wealth going together with his mom to work as a cleaner within the sixteenth arrondissement. He channelled this sense of curiosity into the core of Casablanca and believes it lies within the business itself. “I feel that is what style does, is prefer it opens a sure choice of dreaming of sure issues,” says Tajer.
  • Tajer believes it’s essential to go exterior of your consolation zone and discover new paths to attain success. “There may be nothing for you up to now, so it’s important to go to the longer term as a result of while you look again, there’s nothing for you… There was no house for me to develop.”
  • Tajer’s background has at instances led him to really feel like a style outsider. That feeling impressed him to wish to develop into a task mannequin for others. “Beside the truth that I’m a North African Muslim man, I additionally simply wish to characterize the brand new face of France,” says Tajer. “It’s my obligation to additionally accomplish the largest factor on this planet, to develop into an instance.”
  • Whereas coming into the world of style, Tajer is cautious to open doorways for others and depart behind a legacy that any achievement is feasible with effort. “For me I solely wish to go for the unimaginable potentialities,” Tajer says.

Further Sources:

  • Style’s Prime M&A Targets: The market could also be cooling, however quite a lot of in-demand manufacturers stay of curiosity to monetary backers. BoF identifies the highest targets.
  • Can Style Begin-Ups Money In on the Tennis Increase? For a brand new wave of tennis-inflected style start-ups, success might rely on balancing the vitality of the game’s more and more inclusive current with the attract of its unique previous.


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