Shot in the vibrant city of Beirut, CASABLANCA‘s Fall/Winter 2023 campaign titled “Love Against War,” aims to shine a spotlight on the resilience and kindness that define humanity even in the midst of conflict. War may bring destruction and despair, but within its shadows lies an untold tale of courage, compassion, and love that transcends the boundaries imposed by violence. The campaign imagery reflects this paradox, illustrating that amidst the backdrop of war and pain, the passion for beauty, love, and the simple right to live conquers all.

This narrative finds its roots in the same powerful story that inspired the collection, as shared by Maya Chantout, the art director and a close friend of Charaf Tajer. It’s a story of ordinary young people who risk everything to find joy in a land overshadowed by fear and bombardment. For them, simply gathering to celebrate becomes an act of courage and resistance. “Love Against War” seeks to unveil the largely untold stories of real lives in Syria, where beauty and devastation coexist in a delicate balance.

Maya Chantout, who experienced the pain of leaving her beloved Syria due to the war in 2012, reflects on the resilience and strength of her friends and grandparents who chose to stay. Their unwavering humanity, their ability to find hope and cherish life even in the darkest times, serves as an inspiration.

Charaf Tajer, the founder and creative director of Casablanca, emphasizes the importance of celebrating and cherishing life in any condition. He sees this campaign as a reminder that in every war-torn country, people are simply humans, becoming resilient in the face of political crises just to live.

In his words, “It’s a reminder to celebrate and cherish life in any condition, and is a lesson we should all learn from them. With this campaign, it is important for us to show the paradox of finding love and beauty, where there is pain and destruction. It’s easy to see the world in black and white. Good or evil. Happiness or pain. War or peace. But in reality, we are surrounded by nuance, colors, and shades.”

Check out the campaign images below:

You can explore and shop the collection on casablancaparis.com, knowing that it carries a profound message of hope and unity.

CREDITS
Creative Director – Charaf Tajar @charaftajer
Photography – Remi Ferrantes @pastremi
Styling – Helena Tejedor @helenatejedor
Art Director – Maya Chantout @mayachantout
Models – Nour Rizkh @nourrizkh, Nadia Khaya @nadia_khaya, Ali Latif @ali.latif_, Abas Abdirazaq
Production – 1505 Studio @1505studio
Post-production: @atelier_99
Executive Producers – Samer Fleihan @samerfl_ Jad, Jad Rahme @jadrahme
Hair & Make-up – Remah Jammoul @remahjammoul Mo Rida_morida
Set Design – Hanady Medlej @hanadymedlej
Local Wardrobe – Les Wardrobbers @leswardrobber