The executive joins as the Charaf Tajer-founded label accelerates global expansion and retail growth
Casablanca has named Didier Nguyen as its new chief executive officer with immediate effect, succeeding Frederick Lukoff, who led the company for the past three years and will transition into a senior advisory role. The appointment comes as the Paris-based brand continues a broader phase of international growth following fresh investment secured in 2023.
Nguyen joins Casablanca after two years as an independent strategic consultant advising fashion companies on business development, positioning, operations, product strategy, and market expansion. Over the past two decades, he has held senior roles at Saint Laurent, Dior, Givenchy, and Amiri, where he helped scale the contemporary luxury label into a significant commercial business. His arrival signals Casablanca’s intention to pair its strong creative identity with deeper operational structure as it moves into a new stage of maturity.
Founded by Charaf Tajer in 2018, Casablanca has built a distinctive position in luxury fashion through its blend of sport, leisure, and elevated craftsmanship. Tajer said he had long admired Nguyen’s ability to unite product vision with business discipline, adding that the two share a commitment to beauty, craft, and storytelling. Nguyen described Casablanca as “a house unlike any other,” praising the brand’s clear identity and cultural resonance.
The leadership change follows an active retail expansion strategy. In 2025, Casablanca opened its first stand-alone store on Rue du Faubourg Saint-Honoré in Paris, followed by a Beverly Hills location on North Canon Drive. The brand currently works with around 300 stockists worldwide, including Selfridges, Harrods, Galeries Lafayette, and Saks. Further openings are planned in New York, Miami, London, Milan, and Dubai, positioning Nguyen’s appointment as a key move in translating Casablanca’s momentum into long-term global scale.