Casablanca

May 2026

Casablanca’s Pre-Fall 2026 ad campaign transports the viewer into a surreal, high-fashion odyssey where luxury fashion houses intersect with the vast, untamed beauty of the desert. Under the creative direction of Charaf Tajer and the art direction of Steve Grimes, the campaign leans into an elevated lifestyle narrative that feels both cinematic and deeply rooted in editorial precision. Photographer Per Appelgren captures this vision through a series of striking frames that leverage natural light to accentuate the textures of knitwear, monogrammed leather goods, and intricate silk accessories. From sun-drenched dunes reflecting a golden hour glow to ethereal, low-key nocturnes set against starlit skies, the imagery creates a dreamlike tension between industrial metallic props and rugged, natural landscapes. The styling, curated by Helena Tejedor with meticulous hair by Soichi Inagaki and makeup by David Gillers, seamlessly blends athletic silhouettes with high-end luxury aesthetics. Featuring models Georgia Palmer, Eden Walsh, Emilia Ebelin, and Mohamed Hassan, the project utilizes a live-action technique to breathe vitality into each composition, whether focusing on a falcon perched atop a statement bag or the geometric clarity of a tennis-inspired ensemble. Supported by the production expertise of Rowe Studio and the spatial framing of set designer Danny Hyland, this campaign effectively channels the brand’s signature playfulness, turning the desert into a grand, celestial runway that feels both expansive and intimately detailed.

Lifestyle, Editorial, Commercial, Cinematic

Natural light

Luxury Fashion Houses, Fashion