Fashion
Casablanca opens its first store in the United States, in Los Angeles
Published
November 6, 2025
Five months after opening its first boutique on Rue du Faubourg Saint-Honoré in Paris, the Casablanca brand and its founder and artistic director Charaf Tajer announced on Thursday the opening of their first boutique in the United States, at 469 North Rodeo Drive in Beverly Hills.
Located at the corner of Santa Monica Boulevard and Rodeo Drive, the boutique pays tribute to Los Angeles, a city that has been a source of inspiration for Tajer.
“When I was younger, I’d go to LA and be quite obsessed by its many cultures: from skateboarding, cinema, music, the Chicano culture, the architecture and design movements”, said Tajer. “The city is a living paradox. It’s a sunny place by the sea, but it can also be tough and extreme. This utopia of America offset by its grittiness, the fast-paced business and the celebrity. This has many messages, but this raw mix of industry and subculture creates a unique harmony that makes the city. It’s the same philosophy we explore at Casablanca. We love juxtapositions that create something new, that’s our design ethos.”
The new flagship store occupies a former bank located in a 20th-century building with soaring ceilings over 10 meters high. The impressive façade features a series of large arches.
Tajer and Steve Grimes, the brand’s artistic director, discovered the location about two years ago and transformed the building into a store that reflects Casablanca’s philosophy, preserving its monumental Greek-inspired architecture and reinterpreting it through a contemporary lens.
“LA is a cultural institution”, adds Grimes. “There is an alluring energy within the city, and having a store in such a prestigious location feels like we are now part of that cultural heritage. Since my first visit, driving down the freeway from LAX and experiencing the views firsthand had an almost nostalgic feel to it – the world has such exposure to the city through cinema, music and entertainment that we have a sense of emotional connection to it.”
Inside the store, a custom-designed audio system by Void makes music a central part of the Casablanca brand identity. In the center, a huge sculpted foot echoes movement and sport. A carmine red wall and antique and modern brushed metal furniture enrich the decor. Airy spaces alternate with more intimate areas punctuated by a few Greek columns.
“Each store we open is about creating something timeless yet modern, with its own personality, but in our Casablanca design language and our handwriting”, continues Tajer. “LA is a home for Casablanca: it’s a place for our community to enjoy our world. We wanted a place where DJs can come play and people can hang out and talk about art and design. Opening our second store here is a tribute to a place that has really shaped us.”
Long known in the Parisian nightlife scene – he was notably artistic director of the Pompon parties – the Moroccan-born Frenchman was also co-founder of the Pigalle label alongside designer Stéphane Ashpool. Twenty years of experience, parties, travel and networking led him to launch his own brand in 2018.
A gradual but serious success, which led the brand to show at Paris Fashion Week a year later. Its second show, which transformed the gardens of the Musée de Montmartre into the “Café de Casablanca”, attracted a huge turnout of celebrities and guests from New York and California.
In recent years, the brand has also forged numerous collaborations. In 2022, Tajer added his tropical graphic signature to a collection of Bulgari bags. In 2023, he teamed up with Caviar Kaspia for a capsule ready-to-wear collection and a limited-edition caviar tin. The brand has also collaborated with S.T. Dupont and Nordstrom, organized memorable parties during Art Basel Miami, and opened its Casablanca Tennis Club in Abu Dhabi last February.
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The move follows Lulus’ recent rollout across all Nordstrom stores nationwide and reflects a broader strategy to expand reach and drive incremental revenue. As stated in the press release, each partnership offers curated assortments tailored to platform-specific customer behaviour.
Lulus has expanded its wholesale strategy with a new Amazon storefront and an online partnership with Victoria’s Secret.
Building on its Nordstrom rollout, the move enhances reach and revenue potential.
Curated assortments tailored to each platform aim to engage modern shoppers, supporting scalable growth and strengthening the brand’s presence across key retail channels.
“Today’s customer shops across platforms, and our goal is to show up for her in each of those moments with intentional, elevated product, that is distinctly Lulus,” said Crystal Landsem, CEO at Lulus. “By offering curated assortments across Amazon and Victoria’s Secret, we’re expanding access to our brand in a way that’s thoughtful, strategic, and aligned with how women shop now.”
The Amazon storefront features a curated dress assortment, including many exclusive styles, while the Victoria’s Secret collaboration introduces an online-only range targeting digitally engaged shoppers. The company noted in the press release that these initiatives support scalable growth and strengthen brand relevance.
As Lulus enters its 30th year, it is focusing on disciplined growth, scalable distribution, and long-term brand building. Alongside its Nordstrom expansion, launches on Amazon and Victoria’s Secret strengthen its position as a digitally driven brand with rising influence in modern fashion retail.
Fibre2Fashion News Desk (JP)
Support will be provided through two-way contracts for difference, where a competitively determined strike price ensures revenue stability. If alternative fuel prices fall below this level, the Italian government will compensate producers; if they exceed it, producers will repay the difference. The scheme will run until 31 December 2029.
The European Commission has approved a €6 billion (~$6.5 billion) Italian state aid scheme to produce 200,000 tonnes of renewable hydrogen annually.
Using contracts for difference, the programme will support decarbonisation in transport and industry by ensuring price stability, while promoting investment, competitiveness, and emissions reduction across high-impact sectors.
The Commission concluded that the measure is necessary, proportionate, and incentivises investment that would not occur without public support. It also found that the environmental benefits, particularly in reducing emissions from hard-to-abate sectors, outweigh potential competition distortions.
Fibre2Fashion News Desk (JP)
Bringing together two world-class brands, each with loyal supporters around the globe, the alliance is the first major sports partnership for UNIQLO in the United States. Under the agreement, UNIQLO will have naming displays in various stadium locations including above the batter’s eye in center field, on the facade beneath the press box, and on the grass along the baselines.
“With UNIQLO, we have established a historic partnership that we’re very proud to present in our ballpark,” said Stan Kasten, President & CEO, Los Angeles Dodgers. “UNIQLO is as distinguished in their field as the Dodgers are on ours. Both organizations aspire to be global leaders and to set the standard in our respective industries and communities.”
The Los Angeles Dodgers and Uniqlo have formed a landmark partnership featuring prominent “Uniqlo Field at Dodger Stadium” branding across the venue.
The collaboration, Uniqlo’s first major US sports deal, will include fan events, LifeWear giveaways, and dedicated in-store displays in California to strengthen engagement with both Dodgers fans and Uniqlo customers.
Commenting on the news, Tadashi Yanai, UNIQLO Founder and Fast Retailing Group Chairman, said, “It is a great honor to partner with the Los Angeles Dodgers – such a prestigious, world-class team that innovates with the times. For everyone at UNIQLO, this is a dream partnership that brings people everywhere together. Like the Dodgers, UNIQLO aims to be No. 1 in the world. We look forward to teaming with the Dodgers to deliver new value to fans and customers in Los Angeles and the United States as we continue our work to become the most loved and most trusted brand here and around the world.”
With a scope wider than typical sports sponsorships, the new partnership includes:
A focus on Dodgers fans
An in-stadium event will be hosted early in the coming season at UNIQLO Field at Dodger Stadium. This will be a large-scale event, introducing UNIQLO to thousands of Dodgers fans with giveaways of UNIQLO LifeWear items.
Efforts to engage UNIQLO customers
UNIQLO plans to create dedicated in store spaces at select locations in California, with a focus on the Los Angeles area, to showcase and promote the partnership.
A genuine commitment to the Los Angeles community
Joint contributions to the community will be an ongoing priority of the partnership. UNIQLO and the Dodgers are now working on a range of community-impact initiatives that specifically benefit the citizens and communities of Los Angeles, with a key focus on the next generation. Details will be announced around May.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
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