Casablanca creates an exclusive Coachella collection for Maxfield LA – WWD

Coachella collaborations follow one another.

Luxury brand Casablanca brings the desert beauty of Palm Springs, California to Maxfield LA with an exclusive 51-piece collection for men and women and a takeover of the retailer’s gallery space on the other side from the street.

Designer Charaf Tajer’s signature printed silk sets, warm-weather knitwear, bikinis, beach towels and bucket hats, priced at $185-$1,550, are displayed in a flowery landscape of palm trees and cacti, with a pastel palette nodding to the Memphis movement of the 1980s and archways nodding to its Moroccan flair. roots.

Casablanca x Maxfield
Courtesy/Ciesay

“Maxfield has been supporting me from the start,” said Tajer, who had her first Coachella pop-up in the store in April 2019, just six months after launching her menswear brand in Paris. “California is so positive and colorful, it’s always an inspiration to me. It’s kind of a cruise collection, you could say it like that,” added the designer, who is a Coachella Music regular. & ArtsFestival.

“We did his very first install and that’s where these sets were born,” said Sarah Stewart, Maxfield’s buying director, of the relaxed silk shirt and shorts uniform. “We had a nice little business with those even before COVID-19 and when COVID-19 hit it was perfect.”

Entitled “Desert Phantastica”, the installation will continue until May 9.

That’s not the only project the designer has during his visit to Los Angeles this month. He has also collaborated with health food store Erewhon Market on a limited edition dragon fruit, coconut and strawberry juice named Alaya in honor of his newborn son.

Packaged in a Casablanca glass bottle with a matching tote bag available for purchase, it’s the first time the celebrity haunt has teamed up with a fashion brand. “I call it the wholesome nightclub. “I do all my meetings there, I see everyone there, the quality of the food is amazing and it’s so progressive,” Tajer said.

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Luz W. German