Casablanca has taken its fall winter 2026 campaign to the streets of Cairo, where the French-Moroccan house, photographed by Theo Liu, turns the city’s light into a backdrop for its tailored propositions.
The wider conversation has been circling the same ground, with brands returning to regional narratives as a claim to authenticity in an increasingly globalised catalogue.
Visually, the campaign leans on the contrast Tajer prizes: structured tailoring beside flowing fabric, European cut meeting desert light and carved stone.
Model Rania Benchegra anchors the imagery, her presence matching the brand’s confident ease against a metropolis that hums between antiquity and the present.
The choice lands at a moment when luxury attention on North Africa and the Middle East has broadened from market to muse, as houses look to the region’s architecture and culture for imagery they once sourced elsewhere.
Whether the imagery becomes a lasting signature or a seasonal detour, it signals that luxury’s atlas is redrawing, with Cairo now a defining stop rather than a footnote.
For Charaf Tajer, Egypt is not a detour but a return. The house built its identity on the romance of travel between Paris and Morocco, and Cairo extends that atlas deeper into the region that has always shaped its prints and palettes.
