Casablanca blurs the boundaries between finished artwork and the creative process that leads to it with its minimal yet vibrant Pre-Spring 2024 campaign. The campaign was shot by photographer Corentin Leroux with art direction by Rashid Babiker.
The brand’s first-ever pre-collection, Pre-Spring 2024 puts dreamy and evocative twists on Casablanca signatures like vibrant prints and pastels, styles drawn from the world of tennis, and 70s-inspired tailoring.
Leroux’s campaign imagery begins from the idea of classic portraiture, but subtly expands into an exploration of the creative process and the possibilities of fashion. Some of the images remain as straightforward portraits before a minimal studio backdrop, but in others the creative process trespasses into the final image, as in the shot where a cameraman kneels below model Maggie Maurer and a boom enters from stage right. Another image sees model Valentin Caron in the process of painting the graphic that adorns Maurer’s sweater, pointing to a nonlinear subversion of the creative act.
Casablanca has done great work to create in just the five years since its inception a thoroughly consistent and recognizable visual identity. This campaign is another testament to that success, paring back extraneous elements to offer a direct yet atmospheric look at just how expressive and characteristic the brand’s perspective is.
Creative Director | Charaf Tajer Art Director | Rashid Babiker Photographer | Corentin Leroux Models | Maggie Maurer, Valentin Caron Stylist | Francesca Parise Hair | Ryan Mitchell Makeup | David Koppelaar Manicurist | Eri Narita Walter Casting Director | Conan Laurendot Movement Director | Pat Boguslawsk Set Designer | Corentin Still Production | Producing Love
WHERE FASHION GETS CREATIVE
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