Franco-Moroccan luxury label Casablanca [ka Casablanca Paris] continues its upwards ascent as a high-potential luxury brand. AOC won’t go as far out on a limb as founder Charaf Tajer did in a January 2021 WWD interview, positioning his brand as a future rival to Hermés.

With its current revenue approaching the $50 million threshold and spectacular collaborations like this new one with Ladurée, Casablanca flexes major brand muscle.

Even better, this campaign is not a one-off. Tajer flexes his business with branding and marketing consistency. His Casablanca campaigns are often cheeky, revealing a self-aware aesthetic style that embraces irony and exaggerated artifice to delight consumers.

Tajer has joined the global, good-vibes, marketing movement. Speaking of “a natural synergy” with the French patisserie in light of “a shared attention to detail, a classic yet colorful palette . . . ” the Casablanca founder closes in on what is hopefully a beyond-this-season moment with “ and above all, an appreciation for beauty and joy.”

The campaign features Farida Khelfa, Ladureê executive chef Julien Alvarez, who is also the pastry world champion, cake artist Sophia Stoltz, models Asako Sato and Noah Hanes and Charef Tajer himself. Henry Goodfellow is behind the lens

AOC is not moved at all by the new Dior. But if Dior looked like Casablanca, it would be more akin to Karl Lagerfeld’s vision of Chanel. Anderson’s sweet Dior young ladies would never take a full-frontal bite of the cotillion cake.

Ready to write “ . . . and neither would Blazy’s”, AOC is suddenly in a rare retreat. Blazy and Nair have so blown out the rafters with fashion mantras of joy, positivity and confidence that Chanel women are proud of being so versatile. Even a little-bit of a renegade.

Chanel lovers are absolutely capable of diving into the Ladureé cake with mouths-wide open, especially after winning the Chanel-sponsored J12 Boat Race.

Go for it Casablanca. Dusty grey brands who have abandoned all values except for what their Sun Kings declare are very vulnerable in this moment. Brandwashing with big words like “revolution” or “branding genius” are not enough. Show us what you’ve got, Dusty Greys.

We need some renegade women with true grit and moxie, who remember when we rode the New York City subway. The establishment is dumbfounded when trying to deal with these women, who are not so obedient. The sisterhood is in deep need of their moxie in this collective global moment, where America is leading the opposition — if we are honest. And a part of Paris is not far behind.

There’s plenty of room here, Casablanca. You do not do milquetoast campaigns. You don’t have to pivot. Just flex your branding and design muscle and keep running towards the prize. There is nothing fuzzy about who you are, Casablanca . . . which is pretty terrific.