What happens when Casablanca’s permanent vacation gets a football shirt?
Since 2018, Charaf Tajer has built Casablanca around the fantasy of being permanently off-duty: tennis courts, hotel terraces, silk shirts, Neapolitan tailoring and that delicious hour between sport and dinner when nobody has decided what time it is.
For Spring Summer 2027, titled Amor e Progresso, the holiday gets a little more competitive. Football enters the picture, alongside tropical prints, beachwear, crochet, acid greens, yellow and a distinctly Brazilian-looking fever dream. The result is recognisably Casablanca: sunny, flirtatious, slightly ridiculous in the best possible way.
But the joke is also the limit. Tajer knows the Casablanca language so well that, at times, SS27 feels less like a new chapter than another excellent postcard from the same resort. The football shirts, botanical prints and resort tailoring are fun; the idea is stronger than the clothes when all the references pile up at once.
Still, there is something charming about a brand refusing to clock in. Casablanca was never supposed to be serious about seriousness. Amor e Progresso simply reminds us that, apparently, even paradise has a referee.
