How Musicals Inspired Casablanca’s Afrofuturist Campaign
The world of Casablanca can be defined as a vibrant exploration of luxury, exuding elegance and opulence with bold and playful prints. It shouldn’t come as a surprise then that creative director Charaf Tajer would look to the ostentatious musicals of Hollywood’s Golden Age as inspiration for the brand’s S/S 24 campaign. Still, Tajer is no stranger to subverting expectations with the collection (dubbed ‘Day of Victory’) presented in a distinctly Afrofuturist setting.
In exploring the inexhaustible magnetism of Nigeria, the campaign presents a surreal look at African aesthetics captured through the lens of esteemed photographer Jordan Hemingway. Blurring the lines between this imagined Africa and Hollywood cinema, Hemingway embarks on a journey reinterpreting history through a constructed series of images that reflect this dynamic convergence of ideas and imagination.
Brought to life by movement director Meshach Henry, models mirror the dynamism of legendary screen stars from Carey Grant to Grace Kelly. Portrayed by black models styled by the talented Ola Ebiti, this bold choice celebrates diversity and inclusivity, placing black models at the forefront of a dreamlike vision of the past.
In essence, 'Day of Victoria' offers a cinematic portrayal of independence, a visual narrative that encapsulates the spirit of a Day of Victory imagined through the lens of both Casablanca and Nigeria. Through this collaboration, Casablanca continues to push the boundaries of fashion, inviting viewers to embark on a mesmerising journey through time and imagination.
