The LVMH prize, launched in 2013 to support young emerging fashion designers around the world, announced on Saturday February 15 its list of 20 semi-finalists.
Thus, through the brand “Casablanca”, the Franco-Moroccan Charaf Tajer is part of the shortlist of the grand prize, which includes 20 labels from around the world, including the United Kingdom, South Africa and New York.
The Franco-Moroccan designer launched his brand in 2018, with “collections rich in bold prints, relaxed lines, flowing silks and sporty silhouettes”, for men’s clothing.
This label, which Tajer described to Vogue magazine in 2018 as “a French brand with a memory of Morocco”, is produced in France and Morocco. “Casablanca for me is always a word that sounds like a vacation,” added the 33-year-old designer, revealing that the brand name is a nod to the city in which his parents met.
The LVMH 2020 semi-final will be held in Paris at LVMH headquarters on Thursday February 27 and Friday February 28, 2020. Among the 20 creators in competition, only 8 will be selected by the committee of international experts to participate in the grand finale scheduled for June 5, 2020 at the Louis Vuitton Foundation in Paris, writes Vogue.
As a result, support of 300,000 euros for the winner of the LVMH Prize for young fashion designers, as well as mentorship from a team of LVMH. Another finalist will be awarded him the Karl Lagerfeld Prize which will give him support of 150,000 euros and a year of mentoring.