The Casbah Collection

Inspiration

It is the emotion, particularly the heartthrob that tells the story of my collections… The freedom to love and to create with what one wants, according to their desires. This is therefore a work of no frills, in jeans, t-shirt, and sneakers to create, assemble, and build. I am one of those who believe that fashion has a power: that of allowing us to feel good, strong, powerful. That of giving confidence, enabling openness to oneself and to others. It is with this philosophy that I create and it is certainly the emotion I wish to convey through my pieces. For the little story, a few months ago, I picked up on the street a book that collects fashion magazines from 1945 to 2005. My little find was precious as it inspired me for this new collection. However, before I tell you about The Casbah, I must make a confession...

It was while exchanging with my collaborator, presenting her the colors, the moods, the patterns, and fabrics that she pronounced it's the Moroccan casbah. The Casbah resonates strongly and becomes obvious. I had in mind a completely different name, of which I was not sure because instinctively I could not get rid of the doubt. The name of a collection is determining because it is born from the very beginnings of the story. Under the evocative title of The Casbah, it’s a ray of sunshine, warm and spicy shades that transport me to the beautiful days to come. In this new line, the prints and light tones intermingle with orange and ochre hues, creating a Mediterranean atmosphere. It is an escape in the medina, which immerses us in emblematic colors of Morocco and a powerful pattern: the Indie. This pattern, declined on several pieces of the collection, is the anchoring point of this solar collection. The Casbah evokes the effervescence of the souks, where each shade and each pattern tells a story. See you on Sunday on the e-shop to discover our collection.

A stroll in the heart of the Medina...

Marrakech, in broad daylight, the sunlight bathes the walls of the Medina and illuminates the vibrant stalls of the souk. It is in this vibrant world of colors and scents that the campaign for our new collection “The Casbah” unfolds.

The camera follows Manon, free and fulfilled, who blends effortlessly into the effervescence of the city. Traversing the narrow alleys, she explores the labyrinthine maze of the souk, stopping here and there to admire the sparkling fabrics, glittering jewelry, and enchanting spices.

In the distance, the murmur of fountains and the song of birds mingle with the sounds of local music, creating an enchanting atmosphere. Manon lets herself be carried away by this symphony of sensations, her confident stride and sparkling gaze testifying to her self-assurance and zest for life.

It is then that she finds herself immersed in the Medina, its ochre walls speaking of the rich and fascinating history of Marrakech. Deliberately lost in this maze laden with history, Manon feels a sense of absolute freedom, as if every narrow alley offers her a new opportunity to discover the beauty and magic of this mythical city.

The camera captures every moment of this adventure, every shining smile, every detail. The timeless looks, full of elegance and femininity, blend perfectly with the enchanting atmosphere of Marrakech, thus affirming a resolutely modern and authentic attitude.

Through this campaign, SAAJ Paris celebrates not just fashion, but also the spirit of Marrakech, this vibrant city where tradition harmoniously blends with modernity, where beauty can be found at every corner, and where independence and joy of living are celebrated with éclat.